Strategies for Increasing Sales through Price Discounts and Excellent Service in SMEs Producing Banana Chips

This research investigates effective sales enhancement strategies for UMKM Kripik Pisang, focusing on the interplay of price discounts and service excellence. By analyzing the impact of pricing strategies on consumer behavior and the role of superior service quality in fostering customer satisfaction and loyalty, the study offers actionable insights for small and medium-sized enterprises. Drawing on existing literature, the findings emphasize that well-calibrated price discounts can stimulate sales, while high service standards enhance customer retention and long-term relationships. The research underscores the importance of aligning pricing and service quality with broader business objectives to ensure sustainable growth. Practical recommendations include optimizing pricing models to balance revenue and profitability and elevating service standards to differentiate UMKM Kripik Pisang in a competitive market. Additionally, the study highlights the need for innovative marketing strategies to maintain competitiveness, particularly in the dynamic online marketplace. By integrating these elements, UMKM can achieve increased sales, improved customer loyalty, and greater resilience against market challenges. This research serves as a valuable guide for UMKM Kripik Pisang and similar enterprises seeking to strengthen their market position through strategic pricing and service improvements, contributing to their long-term success in a cutthroat business environment. Keywords: Price Discounts, Service Quality, Sales Growth, Customer Loyalty, UMKM Kripik Pisang