Implementasi Strategi Inovasi Produk Pada CV.Macarindo Berkah Group

Abstract

This study analyzes the implementation of product innovation strategies implemented by CV. Macarindo Berkah Group. This research is motivated by increasing competition among MSMEs in the snack food sector, particularly macaroni-based products in Jember Regency, which requires companies to continuously adapt through innovation to maintain competitiveness and consumer loyalty. CV. Macarindo Berkah Group was selected as the research object because it is considered active in product innovation and has achieved good results. This study uses a descriptive qualitative approach with data collection techniques through interviews, observation, and documentation. Research informants included the President Director, Production Director, and consumers. Data analysis was conducted through domain and taxonomic analysis to obtain a comprehensive overview of the implemented product innovation strategy. The research focused on the sources of innovation, indicators of product innovation, and the basis of product innovation. The results show that CV. Macarindo Berkah Group consistently implements a product innovation strategy oriented towards consumer needs and preferences. Innovation is carried out through the development of various flavors, product types, sizes, packaging designs, and the addition of complementary products that provide added value and a distinct consumption experience. The implementation of these innovations can expand market reach and strengthen the company's brand image. Thus, product innovation strategy has proven to be an important factor in supporting business sustainability and growth amidst increasingly competitive market competition.