<![CDATA[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]]>
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