<![CDATA[This study aims to analyze the innovation of Micro-Enterprise Products in improving thecompetitiveness of businesses in the tourist area of Bantimurung Maros Regency. The study used adescriptive qualitative approach with data collection techniques through interviews, observations,and documentation. The main informant is a micro-entrepreneur who has been running a businessfor 13 years and Markets various products, including T-shirts, accessories, preserved butterflies,gloves, key chains, butterfly-themed wall hangings, and typical Bantimurung negligees. The resultsshowed that products that have links with Bantimurung tourism identity, especially preservedbutterflies and butterfly-themed wall hangings, have appeal to tourists. However, product innovationby business actors is still not optimal, especially in aspects of product variation, digitization,branding, and marketing development. Businesses already have an awareness of the importance ofinnovation and plan to develop branding, digitalization of sales, and integrate local wisdom into theproduct Maros Regency. Innovation and a more attractive product display are considered to increasethe attention and interest in buying tourists, especially when tourist visits increase on weekends andholiday seasons. The main constraints faced include limited capital, changes in raw material prices,skills in design and branding, technology, digital marketing, and limited business managementpersonnel. Increasing the competitiveness of micro enterprises in Bantimurung requiresstrengthening product innovation based on local wisdom, packaging and branding development,digitalization of marketing, access to capital, as well as government and Tourism ManagementAssistance on an ongoing basis.]]>
Copyrights © 2026
