The Application of Product Innovation Carried Out by MSMEs in Business Activities to Improve Competitiveness (Study on MSMEs Bakpia Masaji Kediri City)

Septyva Ony Argyta, Gandung Satriyono Ria, Lestari Pangastuti

Competition is getting tougher for businesses in the culinary field. This requires business actors to be more innovative in order to maintain the survival of their business. The purpose of this research is to find out what product innovations are carried out and what are the competitiveness faced by Bakpia Masaji Micro, Small and Medium Enterprises (MSMEs). The type of research used is qualitative, using primary and secondary data. The data collection techniques used were observation, interviews, and documentation. Interviews were conducted with owners, employees, and customers of Bakpia Masaji MSMEs. The result of this study is that the product innovation of Bakpia Masaji MSMEs carried out is to improve or change the taste according to consumer desires without reducing the existing distinctive taste. Meanwhile, the competitiveness of Bakpia Masaji is other competitors that existed earlier, such as Bakpia Almair, Pia Latief, Bolen & Bakpia Simpang Lima Kediri. Compared to other competitors, Bakpia Masaji is superior because the price is cheap, the bakpia is soft, not dragging and not easily destroyed, the packaging is elegant and glossy.

2024/06/15

Product Innovation, MSMEs, Competitivenes

705

709

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21