The Influence of Promotion and Product Innovation on Increasing Sales Volume at UMKM Chips in Kalierang Village, Selomerto Sub-District, Wonosobo District

Authors

  • Santoso Universitas Pandanaran
  • Sinta Petri Lestari Universitas Pandanaran
  • Sri Praptono Universitas Pandanaran
  • Dewi Fatmasari Universitas Pandanaran
  • Cahya Lutfi Meilansari Universitas Pandanaran

Keywords:

Promotional goods, business development strategy, business model canvas, product innovation, MSMEs

Abstract

This study aims to analyze the effect of promotion and product innovation on sales volume in MSME chips in Kalierang Village, Selomerto District, Wonosobo Regency. The increasingly tight competition in the snack food industry requires business actors to implement effective marketing strategies, including optimizing product promotion and innovation, in order to increase competitiveness and sales volume. This study uses a quantitative method with a descriptive and causal approach. The analysis technique used is multiple linear regression. Data were obtained from 35 MSME chip owners in Selomerto District through a questionnaire that had been tested for validity and reliability. The sampling technique used was saturated sampling, where the entire population was used as a research sample. The results of the analysis showed that the t-test calculation showed that promotion has a significant positive effect on sales volume. So, it can be concluded that innovation has a significant positive effect on sales volume. independent variables together on the dependent variable it can be concluded that the independent variables, namely promotion (X1) and innovation (X2) affect the dependent variable, namely sales volume (Y) by 90.9%, while the remaining 9.1% is influenced by other factors not examined in this study.

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Published

2025-07-14

Issue

APSKI ICE Vol 03, Ed 01 (2025)

Section

Articles

License

Copyright (c) 2025 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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