Inovasi Packaging dan Varian Rasa terhadap Penjualan Keripik Kari

Abstract

This study aims to identify and analyze the impact of packaging design innovation and flavor variant development on the competitiveness and sales growth of the Dayoe Jegeg sweet potato curry chips brand. The main problems identified are unappealing and non-functional packaging, as well as limited flavor options. This research applies a qualitative approach through interviews and direct observations with consumers and business stakeholders. The findings indicate that more aesthetic, informative, and eco-friendly packaging significantly enhances the product’s visual appeal and shelf life. Meanwhile, the diversification of flavors— such as spicy-sweet or cheese variants—offers opportunities to expand market reach and improve consumer loyalty. By implementing continuous innovation in both packaging and flavor, Dayoe Jegeg products have the potential to achieve stronger competitiveness in local and regional markets.