Inovasi Produk Lumina Salad dalam Pengembangan Jiwa Kewirausahaan Mahasiswa di Surabaya

Farhan Ikbar Ferdian; Khoirunisa Maylani Putri; Puteri Fadilla Fitri Ardani; Rainhart Bierhoff

doi:10.31004/riggs.v5i1.5094

Authors

Farhan Ikbar Ferdian Sekolah Tinggi Ilmu Ekonomi Mahardhika
Khoirunisa Maylani Putri Sekolah Tinggi Ilmu Ekonomi Mahardhika
Puteri Fadilla Fitri Ardani Sekolah Tinggi Ilmu Ekonomi Mahardhika
Rainhart Bierhoff Sekolah Tinggi Ilmu Ekonomi Mahardhika

DOI:

https://doi.org/10.31004/riggs.v5i1.5094

Keywords:

Lumina Salad, Student Creativity Program, Student Entrepreneurship, Product Innovation, Digital Marketing

Abstract

This study aims to analyze the development of Lumina Salad as a creative product by students participating in the Student Creativity Program for Entrepreneurship (PKM-K) and its role in fostering student entrepreneurship in Surabaya. Lumina Salad was developed as a healthy food product tailored to the lifestyle needs of urban communities, particularly the younger generation, who prioritize practicality, health, and time efficiency. The research method used was a descriptive qualitative approach, with the Lumina Salad management team as the research subjects. Data collection techniques included in-depth interviews, direct observation of the production and marketing processes, and documentation of business activities. The phases of data reduction, data presentation, and conclusion drawing were used to examine the data. To verify the reliability of the study's conclusions, data validity was examined using triangulation of sources and methodologies. The results indicate that the development of Lumina Salad was driven by innovation in selecting fresh, high-quality local ingredients, implementing a practical presentation concept with modern, hygienic packaging, and establishing an affordable pricing strategy for consumers. Furthermore, the use of digital marketing through social media proved effective in increasing product visibility and expanding market reach. This business development process provides students with real-life entrepreneurial experience, encompassing business planning, operational management, decision-making, and business risk management. This study concludes that Lumina Salad not only produces healthy, economically valuable food products but also serves as an applicable entrepreneurial learning medium that fosters creativity, independence, and sustainability.

Downloads

Download data is not yet available.

References

J. W. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 5th ed. Thousand Oaks, CA, USA: Sage Publications, 2021.

P. F. Drucker, Innovation and Entrepreneurship. New York, NY, USA: Harper Business, 2020.

P. Kotler and K. L. Keller, Marketing Management, 15th ed. Harlow, UK: Pearson Education, 2020.

P. Kotler, H. Kartajaya, and I. Setiawan, Marketing 5.0: Technology for Humanity. Hoboken, NJ, USA: Wiley, 2021.

L. J. Moleong, Metodologi Penelitian Kualitatif. Bandung, Indonesia: Remaja Rosdakarya, 2021.

Sugiyono, Metode Penelitian Kualitatif, Kuantitatif, dan R&D. Bandung, Indonesia: Alfabeta, 2025.

T. W. Zimmerer and N. M. Scarborough, Essentials of Entrepreneurship and Small Business Management, 9th ed. Boston, MA, USA: Pearson, 2020.

J. Howkins, The Creative Economy: How People Make Money from Ideas. London, UK: Penguin Books, 2019.

R. Hidayat and A. Nugroho, “Strategi inovasi produk dan pemasaran digital pada UMKM sektor makanan,” Jurnal Manajemen Kewirausahaan, vol. 6, no. 2, pp. 89–98, 2022.

A. Rahman and B. Santoso, “Peran kewirausahaan mahasiswa dalam pengembangan usaha kreatif berbasis pangan sehat,” Jurnal Pendidikan Ekonomi, vol. 15, no. 1, pp. 33–42, 2022.

Y. Primadhita, S. Budiningsih, and I. Wicaksana, “Pengaruh pemasaran digital, kualitas produk, dan inovasi hijau terhadap kinerja UMKM makanan dan minuman,” Jurnal Manajemen dan Bisnis Digital, vol. 2, no. 1, pp. 1–10, 2023.

K. Sudarti and P. W. P. Dewi, “Improving marketing performance and product innovation capability through digital knowledge sharing: A case study in SMEs food processing,” The Winners, vol. 23, no. 2, pp. 121–130, 2023, doi: 10.21512/tw.v23i2.XXXX.

R. Mulyana, R. S. Purwanti, and I. Setiawan, "Pengaruh Inovasi Produk Terhadap Minat Beli Konsumen," Business Management and Entrepreneurship Journal, 2021.

P. Kotler and K. L. Keller, "Marketing Management," 15th ed., Pearson Education Limited, 2016.

D. A. Garvin, "Competing on the Eight Dimensions of Quality," Harvard Business Review, vol. 65, no. 6, pp. 101-109, 1987.

V. A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence," Journal of Marketing, vol. 52, no. 3, pp. 2-22, 1988.

P. Kotler and G. Armstrong, "Principles of Marketing," 17th ed., Pearson Education, 2018.

A. Parasuraman, V. A. Zeithaml, and L. L. Berry, "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality," Journal of Retailing, vol. 64, no. 1, pp. 12-40, 1988.

E. M. Rogers, "Diffusion of Innovations," 5th ed., New York: Free Press, 2003.

J. A. Schumpeter, "The Theory of Economic Development," Harvard University Press, 1934.

F. Tjiptono, "Strategi Pemasaran," 4th ed., Yogyakarta: Andi Offset, 2019.

I. Ghozali, "Aplikasi Analisis Multivariate dengan Program IBM SPSS," Badan Penerbit Universitas Diponegoro, 2018.

Sugiyono, "Metode Penelitian Kuantitatif, Kualitatif, dan R&D," Alfabeta, 2019.

S. Assauri, "Manajemen Pemasaran: Dasar, Konsep, dan Strategi," Rajawali Pers, 2018.

F. Tjiptono and G. Chandra, "Service, Quality & Satisfaction," Andi Offset, 2017.

V. A. Zeithaml, M. J. Bitner, and D. D. Gremler, "Services Marketing: Integrating Customer Focus Across the Firm," 7th ed., McGraw-Hill Education, 2018.

J. C. Sweeney and G. N. Soutar, "Consumer Perceived Value: The Development of a Multiple Item Scale," Journal of Retailing, vol. 77, no. 2, pp. 203-220, 2001.

R. L. Oliver, "Whence Consumer Loyalty?" Journal of Marketing, vol. 63, Special Issue, pp. 33-44, 1999.

J. J. Cronin, M. K. Brady, and G. T. M. Hult, "Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments," Journal of Retailing, vol. 76, no. 2, pp. 193-218, 2000.

D. A. Aaker, "Managing Brand Equity: Capitalizing on the Value of a Brand Name," New York: The Free Press, 1997.

H. Assael, "Consumer Behavior: A Strategic Approach," Boston: Houghton Mifflin, 2004.

L. L. Schiffman and L. G. Kanuk, "Consumer Behavior," 10th ed., Pearson Education, 2014