Driving Sales Growth: The Role of Service Quality, Pricing, and Product Innovation in MSMEs' Success in Gowa Regency

ENGLISH

Abstract

This study aims to analyze the impact of service quality, pricing, and product innovation on the sales growth of Micro, Small, and Medium Enterprises (MSMEs) in Gowa Regency. A quantitative approach using a survey method was employed to collect data from MSME owners, with purposive sampling for sample selection. Multiple linear regression analysis was used for data analysis. The results indicate that service quality, pricing, and product innovation significantly and positively influence MSME sales. High-quality service enhances customer satisfaction and loyalty, which leads to increased sales. Competitive pricing, in line with product quality, is crucial for attracting consumers and driving purchasing decisions. Additionally, product innovation enables MSMEs to offer distinct added value, meet consumer demands, and expand their market share. The study highlights the importance of these three factors as key strategies for boosting sales and competitiveness in Gowa Regency. MSME owners are advised to continuously focus on improving service quality, adopting competitive pricing, and fostering innovation to achieve sustainable business growth.