Analisis Strategi Pemasaran Digital dan Inovasi Produk bagi UMKM Kerajinan Tangan di Kabupaten Takalar
DOI:
https://doi.org/10.55123/ekonom.v2i3.1046Keywords:
Digital Marketing Strategy, Product Innovation, MSMEs, Handicrafts, CompetitivenessAbstract
This study aims to analyze digital marketing strategies and product innovation implemented by handicraft Micro, Small, and Medium Enterprises (MSMEs) in Takalar Regency to enhance business competitiveness and sustainability. This research employed a qualitative approach using a case study method. Informants were selected through purposive sampling and consisted of MSME owners, digital marketing practitioners, and consumers. Data were collected through observation, in-depth interviews, documentation, and a literature review. Data analysis was conducted using data reduction, data display, and conclusion drawing, while source triangulation was applied to ensure the credibility of the findings. The results indicate that the implementation of digital marketing strategies through social media, online marketplaces, and instant messaging applications has expanded market reach, strengthened customer engagement, and improved the brand image of handicraft products. Furthermore, product innovation through design development, quality improvement, product diversification, and the utilization of local raw materials has increased product value and consumer interest. However, challenges remain, including limited digital competencies, technology access, and business capital. Therefore, strengthening human resource capabilities and providing institutional support are essential to optimize digital marketing strategies and product innovation, thereby improving the competitiveness of handicraft MSMEs in Takalar Regency.
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