ANALISIS STRATEGI INOVASI MENU BERBASIS PROTEIN NABATI DALAM MENINGKATKAN DAYA SAING (STUDI KASUS PADA CATERING PAWON IBU DI SURABAYA)

RENDIANSYA, ALVIREL BAYU (2026) ANALISIS STRATEGI INOVASI MENU BERBASIS PROTEIN NABATI DALAM MENINGKATKAN DAYA SAING (STUDI KASUS PADA CATERING PAWON IBU DI SURABAYA). Undergraduate thesis, UNIVERSITAS PEMBANGUNAN NASIONAL "VETERAN" JAWA TIMUR.

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Abstract

Abstract This study aims to examine the menu innovation strategy based on plant-based protein implemented by Catering Pawon Ibu in Surabaya as an effort to enhance its business competitiveness. The study was conducted in response to the increasingly intense competition in the catering industry, accompanied by shifts in consumer preferences toward healthier, more nutritious, and sustainability-oriented food choices. Therefore, the development of plant-based protein menus has become a form of product differentiation that provides added value and strengthens the company's competitive position in the market. This research employed a qualitative approach using a case study design. Data were collected through in-depth interviews, field observations, and documentation involving the owner, employees, and customers of Catering Pawon Ibu. The data were analyzed using the interactive model of Miles, Huberman, and Saldana, which consists of data reduction, data display, and conclusion drawing. The analysis was based on Everett M. Rogers' Diffusion of Innovation Theory, which includes five innovation characteristics: relative advantage, compatibility, complexity, trialability, and observability. The findings indicate that the plant-based protein menu innovation provides a competitive advantage by offering healthier menu variations with greater added value than conventional menus. The innovation is also aligned with the growing consumer awareness of healthy eating habits, although challenges remain in the production process and customer acceptance. Through continuous product trials and regular evaluation of customer feedback, Catering Pawon Ibu has successfully developed an innovation whose benefits are readily observable, thereby increasing product attractiveness, strengthening business differentiation, and improving competitiveness in the increasingly competitive catering industry. Keywords: menu innovation strategy, plant-based protein, competitiveness, catering business, diffusion of innovation.

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Thesis (Undergraduate)

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