Analisis Kualitatif Persepsi Konsumen Terhadap Inovasi Produk Fruit Dream Sandwich

Abstract

This study aims to qualitatively analyze consumer perceptions of the product innovation of Fruit Dream Sandwich, a healthy culinary Small and Medium Enterprise (SME) that offers fresh fruit sandwiches. Using a qualitative descriptive approach with literature study techniques and production observations, this study examines three main dimensions of consumer perception, namely perceptions of quality, value, and uniqueness of product innovation. The results show that consumer perceptions are strongly influenced by the freshness of raw materials, taste consistency, product visual appearance, as well as internal and external factors such as nutritional knowledge, social media influence, and social norms. This study provides strategic recommendations for Fruit Dream Sandwich in developing product innovations that align with the expectations of young consumers in Indonesia.