Analysis of Product Innovation and Promotional Media in Increasing Sales of MSMEs in Surakarta
Abstract
This study analyzes product innovation and promotional strategies of three MSMEs in Surakarta to boost sales and competitiveness. Using a qualitative case study approach, findings reveal that new product variants, improved packaging, and alignment with local preferences combined with creative digital promotions via social media and marketplaces significantly enhance sales and customer loyalty. The study highlights that adaptive, context-specific marketing strategies, supported by ongoing innovation and digital technology, are essential for MSME sustainability in the digital economy.
Fields of Study & Subjects
SMEs Development and Digital Marketing
Consumer Behavior and Marketing Influence
Marketing and Advertising Strategies
Publication details
- Journal / source
- JURNAL MANAJEMEN MOTIVASI
- Volume
- 22
- Issue
- 1
- Pages
- 1054–1063
- Publication date
- 17 January 2026