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.