PENGEMBANGAN DIVERSIFIKASI PRODUK BAKOEL ROSO SEBAGAI EXPERIENCE-ORIENTED FOOD

ABSTRACT
This study aimed to develop product diversification at Bakoel Roso as an experience-oriented food through the creation of new Indonesian sambal variants. The study was motivated by sales fluctuations and the need to increase consumer interest through product innovation. This study was based on theories of product development, product diversification, and consumer experience. The method used was Research and Development (R&D) with the 4D model: define, design, development, and disseminate. Data were collected through observation, Expert Judgment, interviews, product testing, and documentation. The results showed that two new products were successfully developed, namely Shredded Chicken Sambal Embe and Shredded Chicken Sambal Andaliman. Consumer responses indicated positive evaluations regarding taste, aroma, texture, spiciness, uniqueness, Indonesian identity, and experience-oriented food aspects. Overall, both products successfully provided a distinctive Indonesian culinary experience for consumers.
Keywords: product diversification, Indonesian sambal, experience-oriented food, product development, consumer experience.

ABSTRAK
Kajian ini bertujuan mengembangkan diversifikasi produk Bakoel Roso sebagai experience-oriented food melalui pengembangan varian sambal Nusantara baru. Kajian ini dilatarbelakangi oleh fluktuasi penjualan dan kebutuhan untuk meningkatkan daya tarik konsumen melalui inovasi produk. Kajian ini didasarkan pada teori pengembangan produk, diversifikasi produk, dan pengalaman konsumen. Metode yang digunakan adalah Research and Development (R&D) dengan model 4D yang meliputi tahap define, design, development, dan disseminate. Data dikumpulkan melalui observasi, Expert Judgment, wawancara, uji coba produk, dan dokumentasi. Hasil kajian menunjukkan bahwa berhasil dikembangkan Sambal Embe Ayam Suwir dan Sambal Andaliman Ayam Suwir. Respon konsumen menunjukkan penilaian positif terhadap aspek rasa, aroma, tekstur, tingkat kepedasan, keunikan produk, identitas Nusantara, dan experience-oriented food. Secara keseluruhan, kedua produk berhasil menghadirkan pengalaman kuliner khas Nusantara bagi konsumen.
Kata kunci: diversifikasi produk, sambal Nusantara, experience-oriented food, pengembangan produk, pengalaman konsumen.