2025Journal articleFree to read
Aurelia Janet Kwelju, Viriany
Jurnal Serina Abdimas
MSMEs play a crucial role in the national economy as they absorb a large workforce, drive the growth of the creative industry, and contribute significantly to Gross Domestic Product (GDP). However, in the era of digitalization and increasingly fierce market competition, MSMEs are required to innovate to remain relevant and competitive. This study aims to examine the effectiveness of implementing product innovation and digital marketing strategies in increasing sales at BITESCAPE-LLONI MSMEs. Through PKM activities, BITESCAPE-LLONI developed an innovative product called Cannelloni Dessert Roll, an adaptation of pasta dishes, which are generally main dishes, into sweet desserts with various contemporary flavors such as Matcha, Cookies & Cream, Taro, Klepon, and Yogurt & Honey. This strategy is combined with the implementation of digital marketing through the use of social media Instagram and WhatsApp to build brand awareness, introduce products, and expand market reach efficiently. The implementation methods include market research, product development, digital promotional content creation, and a pre-order sales system. The results of the activity showed a 137.5% increase in sales compared to the initial target, demonstrating the effectiveness of combining product innovation and digital marketing in strengthening the market position of MSMEs. Therefore, businesses need to continue to innovate sustainably and optimize digital media to maintain business sustainability and increase competitiveness in the digital industry era. UMKM memiliki peranan yang sangat penting dalam perekonomian nasional karena mampu menyerap tenaga kerja dalam jumlah besar, mendorong pertumbuhan industri kreatif, serta berkontribusi signifikan terhadap Produk Domestik Bruto (PDB). Namun, di era…
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Study type
Food science / processing
Making, milling, storing or using matcha in foods.
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is studied here (named in the abstract).
Aurelia Janet Kwelju, Viriany. (2025). STRATEGI INOVASI PRODUK DAN DIGITAL MARKETING UNTUK MENINGKATKAN PENJUALAN PADA PRODUK UMKM BITESCAPE-LLONI. Jurnal Serina Abdimas.
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