Literature Review: Pengaruh Inovasi Produk dan Branding Terhadap Daya Saing UMKM: Studi Kasus pada MOCHI TSUKI Sukabumi

Abstrak

The impact of product innovation and branding on increasing the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) is examined in this comprehensive literature analysis. MSMEs must continue to adapt to successful strategies to grow and survive in a highly competitive and dynamic market. In this case, gaining competitive advantage is traditionally based on product innovation and branding. Since Mochi Tsuki Sukabumi is able to maintain and even expand its market share in the local and regional markets, Mochi Tsuki Sukabumi was chosen as a case study. The purpose of this study is to determine how strong branding strategies and product innovation of new product development, variations, and better packaging together increase the competitiveness of MSMEs. Furthermore, in the context of food MSMEs, this study also found patterns and ideas underlying the correlation between variables. A systematic review of the literature was the approach taken. Google Scholar, ScienceDirect, and ProQuest were among the scholarly resources searched, and keywords such as "MSME product innovation", "MSME branding", and "MSME competitiveness" were used. Product innovation increases customer appeal, provides value, and increases market share, according to consistent research. Building brand identification, increasing consumer trust, and differentiating products from competitors are all made possible by a solid and consistent branding approach. Maintaining relevance and competitiveness in the regional culinary industry, especially Mochi Tsuki Sukabumi, requires a synergistic combination of product innovation (such as a variety of contemporary flavors) and good branding (the identity of Sukabumi souvenirs).