Creativity And Innovation In Increasing Product Utility; Case Study Of The Mas Puput Meatball Business In Makassar City

This research aims to analyze the use of the SCAMPER method in increasing creativity and innovation as well as product utility in the Bakso Mas Puput business in Makassar City. The SCAMPER method is a research tool used to generate new ideas by making changes to existing products. This research uses a qualitative approach with data collection techniques through observation, interviews and documentation. The research informants consisted of Bakso Mas Puput business owners and their loyal customers. The collected data was analyzed using qualitative analysis methods. The research results show that the application of the SCAMPER Method to Mas Puput’s Bakso Business has been successful in creating significant creativity and innovation as well as increasing the utility of their products. Each step of the SCAMPER Method, namely, Substitute, Combine, Adapt, Modify, Put to other use, Eliminate, and Rearrange, has provided positive contribution in achieving the desired results. Creativity and innovation in terms of variations in taste, attractive appearance, and unique experiences have provided increased product utility and customer satisfaction. In addition, the application of the SCAMPER Method also has an impact on menu updates, marketing strategy development, and expansion business.