Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

<Previous Article In Volume
Next Article In Volume>

Product Attribute Innovation and Digital Marketing in MSME Product Development (Case Study: Miroso Banana Chips Center in Merangin Regency, Jambi)

Authors
Riri Wulandari1, *, Susi Evanita1
1Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: ririwulandari175@gmail.com
Corresponding Author
Riri Wulandari
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_63How to use a DOI?
Keywords
Brand; Packaging; Digital Marketing
Abstract

This research is driven by the need to develop micro-enterprises to remain competitive in the era of technological advancement. In Merangin Regency, Bangko City, the food industry, particularly banana chips production, has potential for growth. Miroso Banana Chips, however, still uses outdated product attributes and traditional marketing through resellers and direct sales To boost sales, product innovation is needed in packaging, branding, and digital marketing. This study applies Research and Development using the 4D model: Define, Design, Develop, and Disseminate. Data was collected via questionnaires. Validation results show improvements in all aspects: branding (2.75 to 3.83), packaging (2.9 to 4), and digital marketing (2.85 to 3.86), all categorized as very high. Consumer tests confirmed practicality, and producer tests showed effectiveness with scores of 3.48 and 3.81. In conclusion, the development of Miroso Banana Chips is valid, practical, and effective for MSME product enhancement in Merangin Regency, Jambi.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_63How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Riri Wulandari
AU  - Susi Evanita
PY  - 2025
DA  - 2025/09/16
TI  - Product Attribute Innovation and Digital Marketing in MSME Product Development (Case Study: Miroso Banana Chips Center in Merangin Regency, Jambi)
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 745
EP  - 757
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_63
DO  - 10.2991/978-94-6463-839-4_63
ID  - Wulandari2025
ER  -