Marketing Strategy Analysis Through Innovation and Sustainable Entrepreneurship in UMKM in Gresik

Naja Jessyka Maulani Putri; Dewi Sinta Puspitasari; Ahmad Gozi; Sudarmiatin Sudarmiatin; Naswan Suharsono

doi:10.55927/fintech.v3i2.34

Authors

Naja Jessyka Maulani Putri Universitas Negeri Malang
Dewi Sinta Puspitasari Universitas Negeri Malang
Ahmad Gozi Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang
Naswan Suharsono Universitas Negeri Malang

DOI:

https://doi.org/10.55927/fintech.v3i2.34

Keywords:

Marketing Strategy, Innovation and Sustainable Entrepreneurship, UMKM Development

Abstract

Toko Bu Faizah is an UMKM engaged in providing various food needs and has been established since 2020 in Sawo Village, Dukun District, Gresik Regency. In its development, this MSME faces various challenges such as tight market competition and limited capital. This study aims to analyze the innovation and sustainable entrepreneurship strategies implemented by Toko Bu Faizah in order to increase competitiveness and business sustainability. The research method used is interviews with business owners and customers to obtain a real picture of the strategies implemented. The results of the study show that product innovation, customer service, and the use of digital marketing are the main factors in the success of Toko Bu Faizah. This study is expected to provide insight for other UMKM in developing sustainable business strategies.

References

Barney, J. (1991). Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1), 99-120.

Bismala, L. (2014). Analisis Strategi Pemasaran Pada Umkm Di Sumatera Utara Untuk Meningkatkan Daya Saing Umkm. 2(2).

Blank, S., & Dorf, B. (2012). The Startup Owner's Manual. K&S Ranch.

Christensen, C. M. (1997). The Innovator’s Dilemma. Harvard Business Review Press.

Drucker, P. (1985). Innovation and Entrepreneurship. Harper & Row.

Fachrunnisa, O., Adhiatma, A., Lukman, N., & Ab Majid, M. N. (2020). Towards SMEs’ digital transformation: The role of agile leadership and strategic flexibility. Journal of Small Business Strategy. 30(3), 65–85.

Gürel, E., & Tat, M. (2017). SWOT Analysis: A Theoretical Review. Journal of International Social Research, 10(51), 994-1006.

Hermes, J., & Rimanoczy, I. (2018). Deep learning for a sustainability mindset. The International Journal of Management Education, 16(3), 460–467.

Jebsen, S., Senderovitz, M., & Winkler, I. (2023). Shades of green: A latent profile analysis of sustainable entrepreneurial attitudes among business students. International Journal of Management Education, 21(3), 100860. https://doi.org/10.1016/j.ijme.2023.100860

Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy. Harvard Business Review Press.

Kotler, P., & Keller, K. L. (2019). Marketing Management (15th ed.). Pearson.

Moelrine, A. F., & Syarif, R. (2022). Pengaruh Pengetahuan Kewirausahaan, Karakteristik Kewirausahaan dan Kompetensi Kewirausahaan Terhadap Keberhasilan UMKM Desa Bojong Kulur. IKRAITH-EKONOMIKA, 6(1), 127–137. https://doi.org/10.37817/ikraith-ekonomika.v6i1.2475

Moya-Clemente, I., Ribes-Giner, G., & Pantoja-Díaz, O. (2020). Configurations of sustainable development goals that promote sustainable entrepreneurship over time. Sustainable Development, 28(4), 572–584. https://doi.org/10.1002/sd.2009

Moya-Clemente, I., Ribes-Giner, G., & PantojaDíaz, O. (2020). Configurations of sustainable development goals that promote sustainable entrepreneurship over time. Sustainable Development, 28(4), 572–584. https://doi.org/10.1002/sd.2009

Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation. John Wiley & Sons.

Porter, M. E. (1980). Competitive Strategy. Free Press.

Putri, P. L., & Widadi, B. (2024). Peran Inovasi dalam Pengembangan Model Bisnis UMKM di Era Digital. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 2(4), 180-189.

Putri, Puspita Lianti & Budi Widadi. Peran Inovasi dalam Pengembangan Model Bisnis UMKM di Era Digital. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan. Vol. 2 No. 4 (2024). Hal 180-189.

Schaltegger, S., & Wagner, M. (2011). Sustainable Entrepreneurship and Sustainability Innovation. Business Strategy and the Environment, 20(4), 222-237.

Schaltegger, S., Hansen, E. G., & Lüdeke-Freund, F. (2016). Business Models for Sustainability. Organization & Environment, 29(1), 3–10. https://doi.org/10.1177/1086026615599806

Terán-Yépez, E., Marín-Carrillo, G. M., CasadoBelmonte, M. del P., & Capobianco-Uriarte, M. de las M. (2020). Sustainable entrepreneurship: Review of its evolution and new trends. Journal of Cleaner Production, https://doi.org/10.1016/j.jclepro.2019.1197.

Utomo, S. B., Pujowati, Y., & Utami, E. Y. (2024). Analisis Kebijakan Pemerintah, Bantuan Modal, dan Pelatihan Kewirausahaan Terhadap Pertumbuhan Bisnis pada Komunitas UMKM di Jawa Timur. Jurnal Ekonomi dan Kewirausahaan West Science, 2(02), 146–156. https://doi.org/10.58812/jekws.v2i02.1110