STRATEGI DIVERSIFIKASI PRODUK DALAM MENINGKATKAN VOLUME PENJUALAN STUDI KASUS: UMKM UD AGUS JANGEK

Afifa Rahma Wudda; Amelia Ardana; Marito Ritonga; Ronauli Pasaribu; Jelitha Betsyeba

doi:10.37600/ek&bi.v8i2.2446

Afifa Rahma Wudda Universitas Negeri Medan
Amelia Ardana Universitas Negeri Medan
Marito Ritonga Universitas Negeri Medan
Ronauli Pasaribu Universitas Negeri Medan
Jelitha Betsyeba Universitas Negeri Medan

DOI: https://doi.org/10.37600/ek&bi.v8i2.2446

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy as providers of employment, drivers of economic growth, and producers of local products. In the snack food industry, the implementation of product diversification strategies is essential to maintain business sustainability amid increasing competition and changing consumer preferences. This study aims to analyze the implementation of product diversification strategies at UD Agus Jangek, an MSME in Pematang Siantar City that produces three main products: skin crackers, lapoan, and tetelan. This research uses a qualitative approach with descriptive methods through in-depth interviews, literature reviews, and library studies to obtain relevant data. The findings indicate that UD Agus Jangek's product diversification strategy is still horizontal and limited to three types of products made from the same raw materials. Although this strategy reduces the risk of dependence on a single product, innovation related to taste, packaging, and the use of digital marketing has not been maximized. Product diversification has positively impacted income stability, flexibility in responding to demand fluctuations, and the expansion of distribution to markets outside the city. However, to enhance competitiveness and business sustainability, UD Agus Jangek needs to strengthen product innovation, improve packaging quality, optimize digital marketing technology, and periodically evaluate its diversification strategy.

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