<![CDATA[This study aims to analyze the development strategy of micro, small, and medium enterprises (MSMEs) through the integration of digitalization, branding, and product innovation focused on safety and sustainability. A case study was conducted on HoldnGo, an MSME producing skin-friendly accessories made from hypoallergenic materials such as organic cotton thread and BPA-free resin. The research employed a Participatory Action Research (PAR) method through the Wirausaha Merdeka (Independent Entrepreneurship) program, involving direct collaboration with internship partner Nata Ati by Ayunda. The findings indicate that the use of non-irritating materials offers a unique differentiation advantage aligned with current self-care and sustainability trends. Furthermore, the digital marketing strategy was enhanced through keyword analysis using the WordStream platform. For instance, the keyword “phone strap” reached a high monthly search volume of 27,100 with a competition index of 69 and relatively affordable top page bid costs. The integration of product innovation and data-driven SEO marketing proved effective in expanding market reach while strengthening brand identity. These results offer a strategic model that can be replicated by other MSMEs to remain competitive in the increasingly dynamic digital marketplace.]]>
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