MARKETING INNOVATION OF LONTAR LEAF WEAVING HANDICRAFT PRODUCTS BY MSME "BERKAH LONTAR"
Keywords:
Innovation, handicraft, UMKMAbstract
This research aims to analyze the innovation carried out by Berkah Lontar's woven palm leaf products UMKM located in Lawanganagung Village, Sugio District, Lamongan Regency using descriptive qualitative method which attempts to reveal factual cases that have occurred in Berkah Lontar UMKM. This research uses the theory put forward by Avianti Fontana (2011) which includes aspects of innovation in packaging and appearance, innovation in product size, innovation in production process efficiency and simplification of distribution. The results of this research indicate that Berkah Lontar UMKM has implemented various innovations such as adding creativity to product decoration, providing more varied sizes and simplifying the production process by cutting down on the provision of simpler, faster and cheaper raw materials, as well as expanding the distribution process from physical stores to larger online stores. The conclusion drawn from this research is that the application of innovation to Berkah Lontar UMKM products has a positive impact on increased orders and provides simple and fast efficiency. In essence, innovation in companies provides opportunities for better services and increased customers for the company.
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