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Product Attribute Innovation and Digital Marketing in MSME Product Development (Case Study: Miroso Banana Chips Center in Merangin Regency, Jambi)

In: Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022)

Author

Listed:
  • Riri Wulandari

    (Universitas Negeri Padang)

  • Susi Evanita

    (Universitas Negeri Padang)

Abstract

This research is driven by the need to develop micro-enterprises to remain competitive in the era of technological advancement. In Merangin Regency, Bangko City, the food industry, particularly banana chips production, has potential for growth. Miroso Banana Chips, however, still uses outdated product attributes and traditional marketing through resellers and direct sales To boost sales, product innovation is needed in packaging, branding, and digital marketing. This study applies Research and Development using the 4D model: Define, Design, Develop, and Disseminate. Data was collected via questionnaires. Validation results show improvements in all aspects: branding (2.75 to 3.83), packaging (2.9 to 4), and digital marketing (2.85 to 3.86), all categorized as very high. Consumer tests confirmed practicality, and producer tests showed effectiveness with scores of 3.48 and 3.81. In conclusion, the development of Miroso Banana Chips is valid, practical, and effective for MSME product enhancement in Merangin Regency, Jambi.

Suggested Citation

  • Riri Wulandari & Susi Evanita, 2025. "Product Attribute Innovation and Digital Marketing in MSME Product Development (Case Study: Miroso Banana Chips Center in Merangin Regency, Jambi)," Advances in Economics, Business and Management Research, in: Firman Firman & Shuhymee Shuhymee & Rangga Handika & Muhammad Rizky Prima Sakti & Astri Yuza Sari & (ed.), Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), pages 745-757, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-839-4_63
    DOI: 10.2991/978-94-6463-839-4_63
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