POTENSI INOVASI DAN PENGEMBANGAN PRODUK BARU PADA PT . NISSIN BISKUIT INDONESIA DENGAN KUALITAS YANG PRIMA DAN LAYANAN UNGGUL TERHADAP KEPUASAN PELANGGAN

Abstract

Field work activities (KKL) are direct practical activities for students to gain and deepen entrepreneurial knowledge, taking place at PT. Nissin Biscuit Indone sia, a biscuit company located on Jl. Raya Semarang Salatiga KM .23, Babadan Gudanganak, East Ungaran District, Semarang Regency, Central Java. KKL was attended by 5th semester students, the activity included visits to processing factories and Focus Group Discussions (FGD) which aimed to understand the factors that influence consumer preferences for biscuit products, their perceptions of the quality of PT products and services. Nissin Biskuit Indonesia, as well as their hopes for innovative new products. PT. Nissin Biscuit Indonesia implements a product diver sification strategy with raw materials tailored to market trends and consumer pref erences. To maintain competitiveness, the company continues to adapt to market trends and innovate in products and distribution strategies. Strengthening Brand ing and Digital Marketing Utilizing a more aggressive digital marketing strategy can help PT. Nissin reaches a wider market, especially the younger generation. Collaboration with MSMEs Collaborating with small and medium businesses in the raw material supply chain can increase local economic empowerment and expand the company's social impact, as well as product development based on global trends.