Studi Kasus Implementasi Inovasi Produk oleh Wirausaha Muda di Sukabumi dalam Meningkatkan Daya Saing Usaha

Abstract

This study aims to examine the implementation of product innovation as a strategy to enhance the competitiveness of young entrepreneurs in Sukabumi. In the context of rapid technological development and constantly evolving market dynamics, continuous innovation has become essential for businesses to survive and grow. This research adopts a qualitative approach using a multiple case study method. Data were collected through in-depth interviews, direct observations, and documentation involving two young entrepreneurs in the culinary and fashion sectors. The findings reveal that the innovations carried out include unique product designs, integration of local cultural values, and the use of digital technology in marketing and distribution. These innovations have proven effective in expanding market reach, increasing customer satisfaction, and strengthening brand image. Key supporting factors in this innovation process include government mentoring programs, entrepreneurial community support, and the willingness of entrepreneurs to continuously learn and adapt. However, the study also identifies several challenges faced by young entrepreneurs, such as limited capital, low digital literacy, and insufficient access to technical and managerial training. This research concludes that the success of product innovation largely depends on the strength of the entrepreneurial ecosystem, which includes support from the government, academia, and business communities. The results of this study offer valuable insights for the formulation of inclusivepolicies and strategies to improve the competitiveness of MSMEs through innovation, especially among young entrepreneurs in regional areas.