Service Innovation Strategy In Increasing Consumer Attractiveness At The Suar Jaya Sport Store In Baubau City

Abstract

This study aims to explore and analyze service innovation strategies to enhance consumer attraction at Toko Suar Jaya Sport Baubau. Given the evolving dynamics of the sport equipment market, service innovation is key to creating a unique competitive advantage. This research employs a descriptive qualitative approach to gain an in-depth understanding of the phenomena occurring in the field. Data were collected through participatory observation, in-depth interviews with the shop owner employees, and customers, as well as documentation studies. The data analysis techniques include data reduction, data display, and conclusion drawing to map innovation opportunities that align with the consumer characteristics in Baubau City. The results of this study are expected to formulate a service innovation model that is more personalized and responsive to customer needs, which ultimately strengthens the loyalty and attraction of Toko Suar Jaya Sport Baubau in the eyes of the public.