Strategi Inovasi Produk Pentol Two Lovebrieds untuk Menjangkau Konsumen di Kota Bengkayang

Abstract

This study aims to examine the product innovation strategies implemented by Two Lovebrieds, a student culinary business at Institut Shanti Bhuana, in reaching consumers in Bengkayang. This research uses a qualitative descriptive method with data collection techniques through interviews, observation, and documentation. Data analysis is carried out qualitatively through stages of data reduction, data presentation, and conclusion drawing. Results show that product innovation, such as the transformation of traditional pentol dishes into pentol mercon, pentol ceker, and keripik pentol, significantly influences customer interest and purchasing decisions. SWOT analysis reveals internal strengths in product uniqueness and affordability, while weaknesses include inconsistency in quality. Strategies derived from SWOT matrices are expected to enhance product visibility and consumer engagement.