The Effect of Product Innovation and Promotional Strategies on Sales at Chika Dimsum MSME in Lubuklinggau

Abstract

This study aims to determine the effect of product innovation and 
promotional strategies on sales of Chika Dimsum MSMEs in Lubuklinggau 
City, both partially and simultaneously. This study uses a quantitative ap
proach with a survey method and an exploratory design. The study popu
lation is consumers who have purchased or consumed Chika Dimsum 
products in Lubuklinggau City. A sample of 100 respondents was selected 
using a simple random sampling technique. Data were collected through 
observation, interviews, documentation, and questionnaires, then ana
lyzed using SPSS version 23. The results show that product innovation 
has a positive and significant effect on sales (t = 6.036; sig. = 0.000), and 
promotional strategies also have a positive and significant effect on sales 
(t = 8.662; sig. = 0.000). Simultaneously, product innovation and promo
tional strategies have a significant effect on sales (F = 39.497; sig. = 
0.000). The coefficient of determination of 0.449 indicates that these two 
variables explain 44.9% of the variation in sales. Keywords: product inno
vation; promotional strategy; sales; MSMEs; Chika Dimsum