The Influence of Promotion and Product Innovation on Increasing Sales Volume at SMEs 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

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 SMEs chips in kalierang, Selomerto, wonosobo. the increasingly tight competition in the snack food industries business actors to implement effective marketing strategies, including optimizing product promotion and innovation, in order to increase competitiveness and sales volume. this study used a quantitative method with a descriptive and causal approach. the analysis technique used is multiple linier regression. data were obtained from 35MSME chip owners in selomerto 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 promotion has a significant positive effect on sales volume. 

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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