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Indonesian people have a tradition or habit when it comes to a city to buy local specialties as an area by by friends and family. UD. Sri Rejeki is one of the many businesses that produce souvenirs typical of Banyuwangi in the form of cookies. One factor that makes the business continue to survive and develop is the innovation strategy and product diversification. This research was conducted at the center of souvenirs typical of Banyuwangi UD. Sri Rejeki, Genteng District, Banyuwangi. This study aims to determine the strategy of product innovation and diversification by the company. This research is a descriptive study with a qualitative approach. The subjects in this study were the owner and also employees of the typical souvenir center of Banyuwangi UD. Sri Rejeki. Data collection methods using interviews, observation and documents. The results of the study a typical souvenir center of Banyuwangi UD. Sri Rejeki has implemented several types of product innovation, namely size-based innovation, packaging-based innovation, design-based innovation, innovationbased complementary material development, and innovation-based effort reduction.

Products innovation and diversification strategies of Banyuwangi local food souvenirs at UD. Sri Rejeki Genteng, Banyuwangi