PRODUCT INNOVATION STRATEGY AND MARKETING TRANSFORMATION IN IMPROVING THE COMPETITIVENESS OF MSMES: A CASE STUDY OF VSPORT SUKABUMI
DOI:
10.54443/morfai.v5i6.4586Published:
2025-12-02Downloads
Abstract
This study aims to analyze the product innovation strategies and marketing transformation implemented by the UMKM VSPORT Sukabumi in enhancing its business competitiveness amidst increasingly intense market competition. VSPORT is a micro-enterprise engaged in the manufacturing of sports balls and has introduced various innovations such as product design development, improvement of raw material quality, and enhanced packaging. Additionally, VSPORT has transformed its marketing approach from conventional methods to digital marketing by using marketplace platforms such as Shopee, Tokopedia, and TikTok Shop. This research adopts a qualitative approach using a case study method, with data collected through observation, in-depth interviews, and documentation. The findings reveal that the combination of product innovation and digital marketing contributes positively to increased sales volume, market expansion, brand image enhancement, and operational efficiency. These results indicate that the right innovation strategy, when synergized with digital marketing transformation, can sustainably improve MSME competitiveness while empowering local communities through job creation and grassroots economic development.
Keywords:
Product Innovation Digital Marketing MSMEs Competitiveness VSPORTReferences
Almira Amelia, & JE Sutanto. (2018). Pengaruh Inovasi Produk Dan Kualitas Produk Terhadap Keputusan Pembelian Maison Nob. PERFORMA: Jurnal Manajemen Dan Start-Up Bisnis, 3(2), 250–259.
Azhari, F., & Ali, H. (2024). Peran Inovasi Produk, Strategi Pemasaran, dan Kualitas Layanan terhadap Peningkatan Kinerja Perusahaan. Jurnal Manajemen Dan Pemasaran Digital, 2(2), 72–81. https://doi.org/10.38035/jmpd.v2i2.146
Dalimunthe, M. B. (2017). Keunggulan Bersaing Melalui Orientasi Pasar dan Inovasi produk. Jurnal Konsep Bisnis Dan Manajemen, 3(1), 18–31. https://doi.org/https://doi.org/10.31289/jkbm.v3i2.357
Dzar Algifari, Zakiyah Zahara, Syamsul Dg. Parani, & Suryadi Samudra. (2024). Metode Inovasi Produk Dalam Meningkatkan Penjualan Produk Dezato Brownies. Journal Economic Excellence Ibnu Sina, 2(1), 71–75. https://doi.org/10.59841/excellence.v2i1.918
Ibrahim, A. M., & Hendayana, Y. (2024). Studi Literatur Tentang Inovasi Pemasaran Untuk Meningkatkan Daya Saing dan Keberlanjutan Bisnis Dalam Era Digital. Jurnal Bisnis Dan Ekonomi, 2(2), 212–221. https://doi.org/10.61597/jbe-ogzrp.v2i2.34
Muhammad Ryan Fauzi, K. M. (2019). Pengaruh Kualitas Pelayanan, Kualitas Produk, dan Inovasi Produk terhadap Kepuasan Untuk Meningkatkan Loyalitas Pelanggan. 8(11), 6741–6761.
Risa Siti Nurbanah, D. A. (2025). Analisis Strategi Pemasaran Dan Inovasi Produk Dalam Meningkatkan Volume Penjualan Usaha Kecil Menengah ( Studi Pada UMKM Ice Cream El Faris ). 5, 222–227. https://doi.org/10.51903/jupea.v5i1.4926
Wahyuningsih, U. (2024). Analisis Strategi Pemasaran Dan Inovasi Produk Untuk Meningkatkan Volume Penjualan Pada Industri Garam Perspektif Ekonomi …. Journal of Management, Economics …, 3, 347–363. https://ejournal.iainu-kebumen.ac.id/index.php/maen/article/view/2498
License
Copyright (c) 2025 Denis Ramadia, Abu Bakar Ashidiqy, Bagja Rahma Putra
This work is licensed under a Creative Commons Attribution 4.0 International License.
Downloads
How to Cite
