Strategi Pemasaran Inovatif untuk Meningkatkan Daya Saing Bisnis (Studi Kasus Pada Industri Tenun Di Desa Kalianget Kabupaten Buleleng )

Abstract

This research aims to analyze and identify innovative marketing strategies that can increase business competitiveness in the weaving industry in Kalianget Village, Buleleng Regency. Using a case study approach, data was collected through interviews, observation and documentation analysis from local weaving industry players. The research results show that by implementing innovative marketing strategies such as digital marketing, collaboration with local designers, the use of technology, and story-based marketing, weaving MSMEs can increase brand visibility, reach a wider market, and strengthen relationships with consumers. The implication of this research is that implementing innovative marketing strategies can be the key to increasing business competitiveness and strengthening the position of the Kalianget Village weaving industry in an increasingly competitive market. This research provides an important contribution to the understanding of innovative marketing strategies in the context of the local weaving industry and can be a guide for weaving MSMEs and other stakeholders in developing their business.