Analisis Inovasi Produk di Graha Macarina Jember

Abstract

This study aims to analyze product innovation in the Graha Macarina MSME in supporting business sustainability. The research method uses qualitative descriptive research with a case study approach. Data were collected through observation, interviews, and documentation involving business owners, production staff, and consumers. The study focuses on product quality, product variants, and product style and design. The findings show that Graha Macarina maintains product quality through quality raw materials, standardized production processes, improved hygiene, and the use of spinner machine technology to produce crunchy and low-oil products. Product innovation is also carried out through the development of various flavors and new products such as Macarina shakes and mix-snacks tailored to consumer preferences, especially students, while packaging design is made more practical, attractive, and informative. The study indicates that the ability to utilize internal resources, maintain product consistency, and adapt to market trends contributes to competitive advantage and business sustainability. However, improvements are still needed in worker hygiene, production facilities, and business legality to further optimize product quality and competitiveness.