Ecoprint-Based Sustainable Innovation Strategies for MSMEs: A Case Study of Griya Anyar Dewata

This research aims to analyze the sustainable innovation strategies implemented by Griya Anyar Dewata MSMEs through the development of environmentally friendly ecoprint products. The research uses a descriptive qualitative approach with a case study method. Data were collected through observation, documentation studies, and reviews of relevant scientific literature. The results of the study show that sustainable innovation is applied in an integrated manner through product, process, organization, and business model innovation. These innovations have been proven to increase the competitiveness of MSMEs while providing social and environmental impacts through empowering local communities and reducing chemical waste. The SWOT analysis identifies the differentiation of natural dyes-based products and green market trends as key strengths and opportunities, while limited production capacity and competition from conventional products are major challenges. This research offers a model of sustainable innovation integration based on local potential that can be replicated by similar MSMEs.