INOVASI PRODUK TRADISIONAL DALAM BENTUK MODERN: PERENCANAAN DAN PENGEMBANGAN CENDOL CHEESECAKE SEBAGAI PRODUK UNGGULAN

Abstract

This study developed an innovative cendol cheesecake as a strategy to preserve traditional Indonesian cuisine while addressing the challenge of consumer regeneration among Generation Z. Using a qualitative approach and case studies in Surabaya, this study combined product formulation experiments, consumer preference analysis, and digital marketing strategy evaluation. Experimental results indicate that the three-layer prototype combining biscuit, coconut milk cheesecake, and cendol offers an economically viable product for SMEs, with a profit margin of 40–45% and an affordable price per cup. Interviews with five Generation Z respondents revealed that 80% liked the blend of traditional and modern flavors and Instagrammable packaging, although 60% suggested adjusting the price to be more competitive. From a marketing perspective, short visual content on TikTok and Instagram platforms and collaborations with micro-influencers proved effective in reaching the Generation Z segment. This study concludes that the success of traditional culinary innovations requires a balance between authentic taste, visual appeal, and adaptive marketing strategies tailored to digital consumer behavior. These findings not only contribute to the preservation of Indonesia's culinary heritage but also provide practical guidance for SMEs in developing products relevant to the modern market.