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All Journal Inovbiz : Jurnal Inovasi Bisnis
Mutiara |Jaya
Universitas PGRI Silampari

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The Effect of Product Innovation and Promotional Strategies on Sales at Chika Dimsum MSME in Lubuklinggau Mutiara |Jaya; Viktor Pandra; Metha Aditya Putri
Inovbiz: Jurnal Inovasi Bisnis Vol 14 No 2 (2026): Edition December 2026
Publisher : P3M Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/inovbiz.v14.i2.1862

Abstract

This study aims to determine the effect of product innovation and promotional strategies on sales of Chika Dimsum MSMEs in Lubuklinggau City, both partially and simultaneously. This study uses a quantitative approach with a survey method and an exploratory design. The study population is consumers who have purchased or consumed Chika Dimsum products in Lubuklinggau City. A sample of 100 respondents was selected using a simple random sampling technique. Data were collected through observation, interviews, documentation, and questionnaires, then analyzed using SPSS version 23. The results show that product innovation has a positive and significant effect on sales (t = 6.036; sig. = 0.000), and promotional strategies also have a positive and significant effect on sales (t = 8.662; sig. = 0.000). Simultaneously, product innovation and promotional strategies have a significant effect on sales (F = 39.497; sig. = 0.000). The coefficient of determination of 0.449 indicates that these two variables explain 44.9% of the variation in sales. Keywords: product innovation; promotional strategy; sales; MSMEs; Chika Dimsum
Co-Authors Metha Aditya Putri Pandra, Viktor