Year: 2025 | Month: April | Volume: 12 | Issue: 4 | Pages: 340-349
DOI: https://doi.org/10.52403/ijrr.20250441
Creative Economy-Based Marketing Innovation Strategy to Increase the Competitiveness of Women's MSMEs
Ni Made Suci1, Made Putri Ariasih2, Made Amanda Dewanti3, Rahutama Atidira4, Putu Dio Artha Pratama5
1,2,3,4,5Management Program, Economic Faculty, Ganesha Education University, Bali, Indonesia.
Corresponding Author: Ni Made Suci
ABSTRACT
This study explores the implementation of marketing innovation strategies based on the creative economy to enhance the competitiveness of women-led micro, small, and medium enterprises (MSMEs) in Bali, Indonesia. Focusing on traditional culinary businesses, the research highlights the challenges these entrepreneurs face in digital marketing, packaging innovation, and international market readiness. Using a qualitative approach, the study involved in-depth interviews and observations with five female MSME owners. The findings show that while digital platforms like Instagram and Facebook are utilized, there is a lack of strategic content and storytelling techniques. Limited design knowledge and capital restrict packaging development, even though these traditional products possess strong cultural appeal. The study emphasizes the importance of combining local cultural values with modern marketing and design innovations. Story-based marketing, when integrated with digital tools, has the potential to expand market reach and strengthen product identity. Strategic recommendations include digital marketing training, collaborative packaging design development, and government support in infrastructure and access to capital. This research contributes to the discourse on women entrepreneurship, creative economy, and cultural heritage in marketing.
Keywords: Women MSMEs, marketing innovation, creative economy, digital marketing, packaging design, cultural heritage, storytelling strategy.
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