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Afif Nur Rokhman
Faculty of Economics and Business, Universitas Negeri Malang, Indonesia
Economics, Econometrics & Finance Social Sciences

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Product Innovation And Digital Marketing Strategies To Improve The Competitiveness Of MSMEs: Case Study On MSME " Dhany Bakery” In Jombang Regency Afif Nur Rokhman; Sudarmiatin; Puji Handayati; Naswan Suharsono
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 3 (2026): February
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i3.407

Abstract

The development of digital technology has a significant impact on MSME business patterns, especially in marketing and product innovation aspects. This case study aims to analyze the strategy of product innovation and the use of digital marketing at SMEs “Dhany Bakery” and its influence on improving business competitiveness. The research method uses a qualitative approach through direct observation, in-depth interviews, and documentation. The results showed that product innovation focusing on flavor and packaging variations and the implementation of digital marketing through Instagram, WhatsApp Business, and TikTok Shop were able to increase brand awareness and sales by 35% in three months. This study provides a practical contribution to other MSMEs to improve competitiveness through the use of digitization.
Go International's Strategy On East Java Handicraft MSMES: A Case Study In The Creative Industry Afif Nur Rokhman; Sudarmiatin; Heri Pratikto
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 4 (2026): April
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i4.426

Abstract

This study aims to analyze the strategy of going international in Micro, Small, and Medium Enterprises (MSMEs) in the handicraft sector in East Java with a case study approach on Written Batik MSMEs "Sumber Rejeki" in Sidoarjo Regency. The background of this research is based on the increasing demands of globalization and international market opportunities for the local creative industry, but still faced with limited capacity, market access, and digital literacy. The research method uses a qualitative approach with data collection techniques through in-depth interviews, observations, and documentation. Data analysis was carried out descriptively with the theoretical framework of internationalization strategy and resource-based view (RBV). The results of the study show that the go international strategy implemented includes: (1) the use of global digital and e-commerce platforms as a means of penetrating the international market, (2) strengthening branding based on local wisdom through storytelling of batik products, (3) participation in international exhibitions and government programs such as trade expos, and (4) collaboration with export partners and aggregators. However, MSMEs still face various challenges, such as limited production capacity, international quality standards, logistical constraints, and export regulations. This research implies that the success of the internationalization of MSMEs is not only determined by internal resources, but also by ecosystem support, including governments, digital platforms, and global business networks.
Co-Authors Heri Pratikto Naswan Suharsono Puji Handayati Sudarmiatin