The Influence Of Product Innovation And Digital Marketing Implementation On The Business Success Of Sasirangan Msme In Sasirangan Village Banjarmasin

Eva Wahyuni; Ahmad Rifani; M. Zainal Abidin; Gusti Rina Fariany; Sri Erliani

doi:10.63922/ijebir.v4i04.2007

Eva Wahyuni Department of Management, Lambung Mangkurat University
Ahmad Rifani Department of Management, Lambung Mangkurat University
M. Zainal Abidin Department of Management, Lambung Mangkurat University
Gusti Rina Fariany Department of Management, Lambung Mangkurat University
Sri Erliani Department of Management, Cahaya Bangsa University

DOI: https://doi.org/10.63922/ijebir.v4i04.2007

Keywords: Product Innovation, Digital Marketing, Business Success, MSMEs, Sasirangan, Banjarmasin.

Abstract

This study investigates the influence of product innovation and digital marketing on the business success of Sasirangan MSMEs (Micro, Small, and Medium Enterprises) in Sasirangan Village, Banjarmasin. Product innovation encompasses the creation and enhancement of products to meet consumer needs, while digital marketing involves the use of digital technologies to promote and sell products. The research aims to determine the extent to which these factors contribute to the success of Sasirangan MSMEs.

Utilizing a quantitative research method, data was collected from 30 respondents who are owners and managers of Sasirangan businesses. The research employed purposive sampling and used questionnaires to gather data, which was then analyzed using SPSS software.

Results indicate that both product innovation and digital marketing have a positive and significant effect on the business success of Sasirangan MSMEs. Specifically, the implementation of innovative product features, design, and quality, alongside effective digital marketing strategies such as traffic, conversion, and engagement, significantly enhance business performance.

The findings suggest that Sasirangan MSME owners should focus on continuous product innovation and adopt comprehensive digital marketing practices to improve their business success. This study contributes to the understanding of key factors driving the success of MSMEs in the textile industry, particularly in the context of traditional fabric production in Indonesia.

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