THE INFLUENCE OF SERVICE AND DESIGN CO-CREATION ON SALES VOLUME ENHANCEMENT: A CASE STUDY OF ALSA LEMON MSME IN SUKABUMI CITY

Abstract

     This research aims to analyze the influence of co-creation through the dimensions of design (Value Co-design) and service (Value Co-service) on increasing sales volume at UMKM Alsa Lemon in Sukabumi City. The research method employed is quantitative, utilizing linear regression analysis with primary data obtained through customer questionnaires. The results indicate that, simultaneously, collaborative product development variables contribute significantly, accounting for 53.4% of the variation in sales volume. Partially, Value Co-design is proven to have a positive and significant influence (p < 0.05), making it the dominant factor in attracting purchasing interest through consumer involvement in designing physical product attributes. Meanwhile, Value Co-service acts as a supporting factor in maintaining customer loyalty through service interaction. This study also identifies an external factor of 46.6%, which includes pricing policies and distribution reach as operational supporting infrastructure. The research concludes that the synergy between participatory product innovation and conventional marketing management is a key strategy in boosting the sales performance of agribusiness MSMEs sustainably in the local market.