Analisis Penerapan Strategi Diferensiasi, Diversifikasi dan Inovasi Produk dalam Upaya Meningkatkan Volume Penjualan pada IKM Usaha Anugrah Jaya Abadi di Loa Duri

Abstract

This study aims to determine the differentiation, diversification and product innovation strategies applied in an effort to increase sales volume at Anugrah Jaya Abadi Small and Medium Enterprises in Loa Duri, Loa Janan sub-district, Kutai Kartanegara Regency. The theory used includes a product differentiation strategy according to Ted Levitt quoted by Jack Trout and translated by Alvira (2001:26) saying that "Product differentiation is a strategy and tactical activity that is the most important and must be carried out continuously by the company. The theory of product diversification strategy according to Ismanthono (2006:65) is an effort to increase sales through creating a variety of new products. Either the development of new products or existing products. The theory of product innovation strategy according to Buchari (2004), product innovation is to provide new products after making observations to seek consumer satisfaction. The method used is descriptive qualitative using a case study approach, namely an in-depth study on one research object. Obtain primary data sources from observations and interviews. While secondary data comes from documents, scientific books and online data that are relevant to this research. With interactive model qualitative data analysis techniques, namely, data collection, data reduction, data presentation and drawing conclusions. The conclusion of the differentiation strategy applied to candy products is the ginger flavored variant that uses real ginger, peanut cake using a special brand of cooking oil, flower shake using small molds and roots to use fresh coconut milk. The diversification strategy applied includes several variants of candy products and makes peanut cake, flower shake, and root until. The innovation strategy carried out is to make candy with flavor variants and add pastries such as peanut cake, flower shake and root to, as well as business actors planning to make new products and new flavored candy variants. The results showed that the differentiation, diversification and product innovation strategies carried out at Anugrah Jaya Abadi Enterprises in Loa Duri showed the impact of increasing sales volume from 2018 to 2019 but decreased in 2020 due to the Covid-19 pandemic.