<![CDATA[The sustainable transformation of Bali’s Endek weaving industry has become increasingly important in responding to market competition and growing consumer demand for environmentally friendly products. This study aims to examine the synergy between green product innovation and digital strategies in empowering the Sri Widhi Endek MSME group in Besang Village, Klungkung Regency. A qualitative action research design with a case study approach was employed, using participatory observation, semi-structured interviews, Focus Group Discussions (FGD), and field documentation. The findings reveal that the empowerment intervention achieved a high participation rate of 95% among artisans and successfully encouraged a shift toward sustainable production practices, with 80% of the production process adopting fruit-waste fiber as an eco-friendly raw material. Furthermore, digital marketing adoption increased significantly, as approximately 90% of members actively utilized social media and online marketplaces, resulting in a 120% rise in engagement per post. These results highlight that integrating green product innovation and digital marketing strategies enhances product value, expands market access, and strengthens the sustainability of Endek fabric as a cultural heritage identity of Bali. This empowerment model is scalable and can be replicated in other traditional craft-based MSMEs to support sustainable creative economic development.]]>
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