The Influence of Marketing Innovation on Increasing MSME Sales
Keywords:
Marketing Innovation, Sales Increase
Abstract
The purpose of this research is to ascertain whether or not marketing innovation contributes to the expansion of sales at SMEs. The author used a descriptive methodology combined with qualitative data analysis to conduct her study, with in-depth interviews providing the primary source material for her findings. Micro, small, and medium sized company student entrepreneurs made up the study's population, from which 8 respondents were chosen for the sample. Descriptive analysis using a qualitative approach is used to analyze the data, specifically to describe the study outcomes in their raw form with the editing and coding processes that led to those results. The study's findings suggest that MSMEs might boost their revenue via creative marketing strategies.
References
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Santoso, R., Fianto, A. Y. A., & Erstiawan, M. S. (2023). Digital Marketing Dan Brand Image Terhadap Intensi Pembelian Produk Susu Murni.JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS,8(1), 1-14. https://doi.org/10.29407/nusamba.v8i1.18163
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Stephen Andrew T. (2016). THE ROLE OF DIGITAL AND SOCIAL MEDIA MARKETING IN CONSUMER BEHAVIOR | Current Opinion in Psychology. 17–21.
Sulhan, M. (2021). Digital Business Strategy for MSMEs in the Midst of the Covid-19 Pandemic. BISTIC Business Innovation Sustainability and …, 193(Bistic), 211–218. https://www.atlantis-press.com/proceedings/bistic-21/125963882%0A
Tuan, N., Nguyen, N., Pham, G., & Ngoc, N. (2016). The Effects of Innovation on Firm Performance of Supporting Industries in Hanoi Vietnam. Journal of Industrial Engineering and Management, 9(2), 413–431.
Utamaningsih, A. (2016). Pengaruh Orientasi Pasar, Inovasi, dan Kreativitas Strategi Pemasaran terhadap Kinerja Pemasaran pada UKM Kerajinan Rotan di Desa Teluk Wetan, Welahan, Jepara. Jurnal Media Ekonomi dan Manajemen, 31 (2), 2503-4460
Wahdiniwaty, R., Firmansyah, D., Suryana, A., Dede, D., & Rifa’i, A. A. (2022). Mystery in Marketing Management Products Post COVID-19 as a Model of Survival Strategy Towards the Awakening of Micro Small and Medium Enterprises (MSMEs) in the Digital Economy Era. Khazanah Sosial, 4(1), 187–210. https://doi.org/10.15575/ks.v4i1.17397
Aksoy, H. (2017). How do innovation culture, marketing innovation and product innovation affect the market performance of small andmedium-sized enterprises (SMEs)? Technology in Society, 51(1), 133–141.
Alkachvi, M. D. (2018). Pengaruh Kreativitas dan Inovasi Produk terhadap Keberhasilan Usaha (survey pada Pengusaha Sentra Sangkar Burung Sukohaji Bandung). Universitas Komputer Indonesia.
Amelia, A., Suharno, & Asnawati. (2018). Pengaruh promosi penjualan dan store atmosphere terhadap impulse buying. Jurnal Ilmu Manajemen Mulawarman (JIMM), 2(4).
Antari, N. K. W., & Widagda K, I. G. N. J. A. (2022). Peran Inovasi Memediasi Pengaruh Orientasi Pasar Terhadap Kinerja Bisnis Umkm Songket. E-Jurnal Manajemen Universitas Udayana, 11(3), 526. https://doi.org/10.24843/ejmunud.2022.v11.i03.p06
Anugrah, R. J. (2020). Efektifitas Penerapan Strategi Online Marketing Oleh UMKM Dalam Masa Pembatasan Sosial Berskala Besar (PSBB) Corona Viruses Disease 2019 (Covid-19). Jurnal Manajemen dan Inovasi (MANOVA), 3(2), 55–65. https://doi.org/10.15642/manova.v3i2.302
Astuti NC, Nasution RA. (2014). Technology Readiness and E-Commerce Adoption among Entrepreneurs of SMEs in Bandung City, Indonesia. Gadjah Mada International Journal of Business;16:69–88. https://doi.org/10.22146/gamaijb.5468.
Avriyanti, S. (2020). Peran E-Commerce Untuk Meningkatkan Keunggulan Kompetitif Di Era Industri 4.0 (Studi Pada Ukm Yang Terdaftar Pada Dinas Koperasi, Usaha Kecil Dan Menengah Kabupaten Tabalong). Jurnal PubBis, 4(1), 82-99.
Brown R, Rocha A. (2020). Entrepreneurial Uncertainty During The Covid-19 Crisis: Mapping The Temporal Dynamics of Entrepreneurial Finance. Journal of Business Venturing Insights;14:1–10. https://doi.org/10.1016/j.jbvi.2020.e00174
Cahyani, L., Hidayat, R., & Marcelino, D. (2023). Strengthening Digital Capabilities and Entrepreneurship For SMEs in the Creative Economy Sector During a Pandemic. Jurnal Penyuluhan, 19(01), 93–103. https://doi.org/10.25015/19202342367
Fakhriyyah, D. D., Susanti, Y., & Laili, S. S. (2022). Pengembangan Inovasi Produk dan Penggunaan Digital Marketing sebagai Upaya Peningkatan Penjualan UMKM Makanan. Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M), 3(1), 9. https://doi.org/10.33474/jp2m.v3i1.13198
Fauzi A. L. (2016). Peranan BMT dalam Pemberdayaan Ekonomi Nasabah Di Kecamatan Berastagi-Kabanjahe Kabupaten Karo. Studi Kasus Bmt Mitra Simalem Al-Karomah, Human Falah: Volume 3. No. 2.
Harini, S., Silaningsih, E., & Putri, M. E. (2022). Pengaruh orientasi pasar, kreativitas dan inovasi produk terhadap kinerja pemasaran UMKM. Jurnal Inspirasi Bisnis dan Manajemen, 6(1), 67. https://doi.org/10.33603/jibm.v6i1.6040
Haryanto, A. T., Tulus, H., dan Hunik, S. R. S. (2017). Market Orientation, Learning Orientation and Small Medium Enterprises Performance: The Mediating Role of Innovation. International Review of Management and Marketing, 7 (1), 484-491
Jabeen, R., Jamal, M. E. A., and Khaldoun, A. M. L. (2013). Antecedents of Firm’S Performance. Empirical Evidence from Yemeni Sme’S, American Journal of Economics, 3 (1), 18-22
Jyoti, J., dan Sharma, J. (2012). Impact of Market Orientation on Business Performance: Role of Employee Satisfaction and Customer Satisfaction. Vision, 16 (4), 297-313,
Kim et al. (2021). ‘Enhancing hotel competitiveness through innovation: The mediating role of co-creation and technology readiness’, International Journal of Hospitality Management, pp. 94, 102909.
Kristiyanti, M. (2012). Peran strategis usaha kecil menengah (UKM) dalam pembangunan nasional. Majalah Ilmiah Informatika, 3(1), 63–89.
Kumala, R., & Ahmad, J. (2020). Strategi Bisnis Dan Pemanfaatan Kebijakan Pajak Di Masa Pandemi COVID-19 Dan Era New Normal (StudiKasus Pelaku UKM Marketplace). Prosiding Seminar STIAMI, 7(2).
Kusumo, A. R. W. (2006). Analisis faktor-faktor yang mempengaruhi inovasi produk untuk meningkatkan keunggulan bersaing dan kinerja pemasaran (studi pada industri batik skala besar dan sedang di kota dan kabupaten Pekalongan) (Doctoral dissertation, prog. Universitas Diponegoro.
Mamik. (2015). Metodologi Kualitatif. Sidoarjo: Zifatama Publisher, h. 3.
Miftah S, Heru M, Riyadi S. (2015). Implementasi E-Commerce Sebagai Media Penjualan Online (Studi Kasus Pada Toko Pastbrik Kota Malang). vol. 29.
Nizam, M. F., Mufidah, E., & Fibriyani, V. (2020). Pengaruh Orientasi Kewirausahaan Inovasi Produk Dan Keunggulan Bersaing Terhadap Pemasaran Umkm. Jurnal EMA, 5(2), 100–109. https://doi.org/10.47335/ema.v5i2.55
Putri, P. I. P. P., N. N. Kerti Yasa., dan I, K. Rahyuda. (2016). The Role of Innovation in Mediating Market Orientation to Company Perfomance. Jurnal Dinamika Manajemen, 7 (2), 105-116,
Rahman, F., Siburian, P. S., & Noorlitaria, G. (2017). Pengaruh Green Marketing Mix terhadap Keputusan Pembelian Konsumen Produk Tupperware di Samarinda. Forum Ekonomi,19(1).
Santoso and Ernawati (2021) ‘The Effect of Marketing Innovation on Business Performance: Empirical Study of SMEs’, International Journal of Applied Business and International Management, pp. 6(2), 56–68.
Santoso, R., Fianto, A. Y. A., & Erstiawan, M. S. (2023). Digital Marketing Dan Brand Image Terhadap Intensi Pembelian Produk Susu Murni.JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS,8(1), 1-14. https://doi.org/10.29407/nusamba.v8i1.18163
Saraswati, P. D., & Santika, I. W. (2019). Peran Inovasi Produk Memediasi Orientasi Pasar Terhadap Kinerja Pemasaran Produsen Makanan Oleh-Oleh Khas Bali. E-Journal Manajemen Unud, 8(12), 6992–7012.
Stephen Andrew T. (2016). THE ROLE OF DIGITAL AND SOCIAL MEDIA MARKETING IN CONSUMER BEHAVIOR | Current Opinion in Psychology. 17–21.
Sulhan, M. (2021). Digital Business Strategy for MSMEs in the Midst of the Covid-19 Pandemic. BISTIC Business Innovation Sustainability and …, 193(Bistic), 211–218. https://www.atlantis-press.com/proceedings/bistic-21/125963882%0A
Tuan, N., Nguyen, N., Pham, G., & Ngoc, N. (2016). The Effects of Innovation on Firm Performance of Supporting Industries in Hanoi Vietnam. Journal of Industrial Engineering and Management, 9(2), 413–431.
Utamaningsih, A. (2016). Pengaruh Orientasi Pasar, Inovasi, dan Kreativitas Strategi Pemasaran terhadap Kinerja Pemasaran pada UKM Kerajinan Rotan di Desa Teluk Wetan, Welahan, Jepara. Jurnal Media Ekonomi dan Manajemen, 31 (2), 2503-4460
Wahdiniwaty, R., Firmansyah, D., Suryana, A., Dede, D., & Rifa’i, A. A. (2022). Mystery in Marketing Management Products Post COVID-19 as a Model of Survival Strategy Towards the Awakening of Micro Small and Medium Enterprises (MSMEs) in the Digital Economy Era. Khazanah Sosial, 4(1), 187–210. https://doi.org/10.15575/ks.v4i1.17397
Published
2025-05-15
How to Cite
Mustari, M., & Arisah, N. (2025). The Influence of Marketing Innovation on Increasing MSME Sales. International Journal of Business and Quality Research, 3(02), 213-223. https://doi.org/10.63922/ijbqr.v3i02.1765
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