Analysis of Promotion Strategy and Product Quality on Increasing Sales of Culinary Products of MSMEs in Central Java Province
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Abstract
Culinary MSMEs in Central Java Province play a vital role in driving regional economic growth but still face fundamental challenges, including inconsistent product quality, low digital literacy, limited access to capital, weak branding, and ineffective promotion strategies. These issues hinder their ability to compete with large companies and fully leverage the growing food and beverage market potential. This study applies a quantitative approach with a cross-sectional survey design involving 100 culinary MSMEs in Central Java, selected purposively to represent different business types and regions. Data were collected through a structured Likert-scale questionnaire and complemented with secondary sales data, then analyzed using validity and reliability tests, descriptive statistics, correlation, and multiple linear regression with SPSS 25. The findings reveal that both promotion strategy and product quality have a positive and significant effect on sales of culinary MSMEs in Central Java, both individually and simultaneously.
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