INOVASI PRODUK PADA ROTI CERIA DI JEMBER

Abstract

This research aimed to determine the product innovation at Roti Ceria Jember. This research was conducted by descriptive approach with qualitative paradigm. Informants in this research were 7 people consisting of 2 people from the company and 5 consumers by conducting in-depth interviews. The analysis used was domain analysis and taxonomic analysis. Based on the research results, Roti Ceria applied the six types of product innovation consisting of modulation-based product innovation, size-based product innovation, packaging-based product innovation, design-based product innovation, complementary material development-based product innovation and distribution simplification-based product innovation. Modulation product innovation was made by changing the local yeast with the imported one. Product innovation was done by varying the size of bread size ranging from small to large. Packaging product innovation was implemented by designing the packaging to make it as communication and promotion media. Product innovation design was held by diversifying the interesting design of breads. Product strategy by complementary materials development was done by creating Roti Boy Ceria which were not owned by competitors. Product innovation by distribution simplification was made by selling online and depositing in retailers that to be partners.