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

Riri Wulandari () and Susi Evanita
Additional contact information
Riri Wulandari: Universitas Negeri Padang
Susi Evanita: Universitas Negeri Padang

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 745-757 from Springer

Abstract: 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 Miroso Banana Chips, however, still uses outdated product attributes and traditional marketing through resellers and direct sales To boost sales, product innovation is needed in packaging, branding, and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.

Keywords: Brand; Packaging; Digital Marketing (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-839-4_63

Ordering information: This item can be ordered from
http://www.springer.com/9789464638394

DOI: 10.2991/978-94-6463-839-4_63

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().