Inovasi Varian Rasa dan Visual Produk untuk Meningkatkan Penjualan Brem di Kampung Brem

Abstract

Increasing competition in the traditional food industry requires local entrepreneurs to innovate to remain competitive and sustainable. One of Madiun’s traditional culinary products facing such challenges is brem, particularly that produced in Kampung Brem Kaliabu. Changes in consumer preferences, especially among younger generations, have highlighted the importance of innovation not only in product taste but also in product visuals. This study aims to analyze the implementation of flavor variants and product visual innovations to increase Brem sales, identify the challenges producers face, and examine the impact of these innovations on product attractiveness and sales performance. This research employed a qualitative, descriptive method. Data were collected through observation, in-depth interviews, and documentation involving ten brem producers in Kampung Brem Kaliabu, Mejayan District, Madiun Regency. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The findings indicate that innovations in flavor variants, such as the introduction of fruit and chocolate flavors, and improvements in product visuals through modern, informative packaging significantly increase product value, consumer interest, and sales volume. However, producers continue to face challenges, including limited capital, insufficient knowledge of product innovation, low utilization of digital marketing, and restricted access to packaging Design resources. In conclusion, flavor variants and visual innovations are proven effective strategies for increasing Brem sales and require continuous support from the government and related institutions to strengthen the competitiveness of local products.