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Articles

Vol. 1 No. 1 (2026): Strategic Foresight

Strategi  Inovasi  Produk dan  Digital Marketing dalam Meningkatkan Penjualan Produk Lokal Desa  Pagelaran Banten

Submitted
June 18, 2026
Published
2026-07-09

Abstract

Pagelaran Village has creative economic potential through various superior local products, but faces challenges in market expansion and competition in the digital era. This study aims to explore in depth how the dynamics of product innovation and the implementation of digital marketing influence the increase in sales of local products in Pagelaran Village. This research used a qualitative approach with a case study design. Data collection was conducted through in-depth interviews with two local MSMEs, participant observation of the production and marketing processes, and documentation studies. Data analysis used the interactive model of Miles, Huberman, and Saldaña. The research findings revealed three main findings: (1) Product innovation is not limited to flavor diversification but also transforms packaging into aesthetic and functional products to meet modern market standards; (2) Digital marketing is adopted through a simple yet effective omnichannel strategy, including optimizing WhatsApp Business, educational content on TikTok/Instagram, and utilizing local e-commerce; (3) Increased sales occur due to the synergy between the values of local wisdom maintained in the products and the expanded market reach thanks to digital visibility. This study concludes that digital literacy and innovation adaptation are key catalysts for the economic resilience of village MSMEs. The practical implications of this study recommend the need for ongoing support from village governments and academics in supply chain management and consistent digital content production.

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