<![CDATA[Intense competition in the food and beverage industry requires businesses to continuously adapt to maintain sales performance. Nissin Cafe Emporium Ungaran, a culinary tourism destination and regional gift center in Central Java, experienced fluctuating sales dynamics throughout 2025. This study aims to analyze the effect of product innovation and promotion, both partially and simultaneously, on increasing Nissin product sales. This study employed a quantitative method with a causal associative approach. The sample consisted of 100 consumers selected using purposive sampling. Data were collected through a 5-point Likert scale questionnaire and analyzed using classical assumption tests, multiple linear regression, the coefficient of determination, t-test, and F-test with SPSS. The results indicate that product innovation has a positive and significant partial effect on sales increase, while promotion also has a positive and significant partial effect. Simultaneously, product innovation and promotion have a positive and significant effect on increasing Nissin product sales. These findings indicate that continuous product innovation and integrated promotional strategies are important in supporting sales growth and achieving the company's sales targets.]]>
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