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p-Index From 2020 - 2025
0.23
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This Author published in this journals
All Journal Journal of Business and Halal Industry
Rivanda, Anugrah
Unknown Affiliation
Economics, Econometrics & Finance

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Level of Innovation as a Product Development Strategy for MSME Es Dawet Ayu: A Case Study in Ambarawa Rivanda, Anugrah; Rinova, Dora; Toton
Journal of Business and Halal Industry Vol. 2 No. 3 (2025): March
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbhi.v2i3.621

Abstract

This research explores the role of innovation in the product development strategy of MSME Es Dawet Ayu in Ambarawa. Using a qualitative descriptive approach, the study involved six key informants, including the business owner, suppliers, producers, distributors, employees, and consumers. Data were gathered through interviews, observations, and documentation. The findings suggest that product innovation in Es Dawet Ayu has been successfully implemented by introducing new flavor variations, utilizing natural ingredients, and improving packaging design. The shift from standard plastic cups to modern bottles and premium packaging has enhanced the product’s hygiene and exclusivity. Additionally, marketing strategies such as social media promotion and special discounts have significantly contributed to expanding the MSME’s market reach and customer base.
Co-Authors Dora Rinova Toton