Product Diversification to increase the competitiveness of the SMEs-Scale Cocoa Industry in South Sulawesi
Abstrak
Product diversification of the SMEs-Scale Cocoa Industry is an important thing to do to improve performance and
competitiveness. In connection with this, this research focuses on the study of determining alternative variations of product
diversification based on consumer desires and approvals. The analytical methods used are data validity and reliability tests,
descriptive statistical analysis, and justification for the impact of product diversification on increasing competitiveness
through literature review. The results of the data test show that the data is considered valid because the calculated r-value is
> 0.1381 and the data is considered to have perfect reliability because the Cronbach's Alpha value is > 0.90, which is
0.975. The results of valid and reliable data indicate that the alternative results of 42 variations of chocolate product
diversification can be believed and accepted for development because it has a value > 3 which means it is approved. The
main finding in this study is that 42 product diversification variations can be developed based on the addition of various
fruit flavors, additional spices, and plant ingredients and the original chocolate content approach. Empirical studies from
the results of previous studies can justify those product diversification strategies developed in SME scale industries such as
the chocolate processing industry can improve performance and competitiveness.
competitiveness. In connection with this, this research focuses on the study of determining alternative variations of product
diversification based on consumer desires and approvals. The analytical methods used are data validity and reliability tests,
descriptive statistical analysis, and justification for the impact of product diversification on increasing competitiveness
through literature review. The results of the data test show that the data is considered valid because the calculated r-value is
> 0.1381 and the data is considered to have perfect reliability because the Cronbach's Alpha value is > 0.90, which is
0.975. The results of valid and reliable data indicate that the alternative results of 42 variations of chocolate product
diversification can be believed and accepted for development because it has a value > 3 which means it is approved. The
main finding in this study is that 42 product diversification variations can be developed based on the addition of various
fruit flavors, additional spices, and plant ingredients and the original chocolate content approach. Empirical studies from
the results of previous studies can justify those product diversification strategies developed in SME scale industries such as
the chocolate processing industry can improve performance and competitiveness.