Analisis Peran Digital Marketing dan Inovasi Produk dalam Meningkatkan Daya Saing UMKM Fashion di Indonesia: Kajian Literatur
DOI:
https://doi.org/10.55606/jumbiku.v5i3.6193Keywords:
Competitiveness, Digital Marketing, Fashion, Product Innovation, SMEsAbstract
The competitiveness of fashion MSMEs in Indonesia faces major challenges due to rapid market changes, digital technology development, and increasingly intense competition at both local and global levels. In this context, digital marketing and product innovation have become key strategies to strengthen market position and ensure business sustainability in the dynamic fashion industry. This study aims to analyze in depth the role of digital marketing and product innovation in enhancing the competitiveness of fashion MSMEs in Indonesia. Using a systematic literature review (SLR) approach, relevant scholarly articles published between 2015 and 2025 were collected and critically analyzed from databases such as Scopus, ScienceDirect, and Google Scholar. The findings indicate that the effective implementation of digital marketing contributes to improved brand awareness, customer engagement, and sales performance. Meanwhile, product innovation plays an essential role in supporting product differentiation, strengthening customer loyalty, and creating added value that enhances brand attractiveness. Tongue Fashion MSMEs that successfully integrate digital marketing strategies with continuous product innovation tend to demonstrate stronger resilience to market changes and better adaptability to evolving consumer preferences. Therefore, strengthening digital capabilities, enhancing design creativity, and fostering collaboration with various stakeholders are strategic steps for achieving sustainable growth. This study provides theoretical implications through the development of a conceptual framework that links digital marketing, product innovation, and MSME competitiveness. In addition, it offers practical recommendations for MSME practitioners to adopt integrated, technology-based, and innovation-driven strategies to compete effectively in the modern fashion industry.
Downloads
References
Ahmadi, A. (2020). E-commerce and SME fashion sales growth in labor-intensive products. Journal of Business and Economics, 12(3), 45–56.
Aminullah, M., Ramdhani, A., & Pratama, R. (2022). Digital transformation in fashion industry: Opportunities and challenges. International Journal of Business and Technology, 8(1), 112–125.
Arwin, M., Siregar, R., & Putra, A. (2025). The role of digital marketing in enhancing the performance of fashion SMEs in Indonesia. Journal of Business and Digital Innovation, 12(1), 33–47.
Arwin, S. M. W., Syam, A., Aris, V., Asmayanti, A., & Isma, A. (2025). The influence of product differentiation strategies, digital marketing and product innovation on competitive advantage in the SDRA.WEAR Muslim fashion business. Journal of Entrepreneurship Studies, 8(1), 45–62.
Ashari, R., Nugroho, P., & Lestari, F. (2022). The development of fashion in Indonesia: Market diversity and consumer preference. Jurnal Ekonomi Kreatif, 7(2), 88–97.
Biedenbach, G., Bengtsson, M., & Wincent, J. (2019). B2B digital platforms and SME fashion networks. Journal of Business Research, 98, 123–135.
Bimantara, S., & Firman. (2025). Pengaruh kemampuan digital, orientasi digital dan transformasi digital terhadap kinerja UMKM di Kota Padang. Jurnal Ekonomi dan Bisnis Digital, 4(1), 559–572.
Bouncken, R. B., Ratzmann, M., Barwinski, R., & Kraus, S. (2016). Coopetition in product innovation: Fashion industry insights. Creativity and Innovation Management, 25(3), 277–294.
Czajkowski, T., & Szymański, P. (2020). E-commerce adoption among SMEs in Polish fashion industry. Management & Marketing Journal, 15(4), 345–360.
Djiu, N., Kong, N. V., & Saputra, D. (2024). The role of competitive advantage in mediating technological capabilities and social media usage on SMEs export performance. Procedia Computer Science, 227, 691–700. https://doi.org/10.1016/j.procs.2024.02.015
Games, D., & Rendi, R. P. (2019). Digital entrepreneurship and global market access of fashion SMEs in Indonesia. International Journal of Entrepreneurship, 23(4), 112–127.
Irfani, A., Hasan, M., & Rahayu, S. (2020). Digital marketing strategy for small businesses: Evidence from Indonesian fashion SMEs. Asian Journal of Business and Management, 8(2), 99–110.
Larios-Francia, R. P., & Ferasso, M. (2023). The relationship between innovation and performance in MSMEs: The case of the wearing apparel sector in emerging countries. Journal of Small Business and Enterprise Development, 30(4), 741–758.
Lestari, E., & Rahayu, T. (2019). The impact of social media marketing on SME performance in Indonesia. Jurnal Manajemen dan Kewirausahaan, 21(2), 123–136.
Lorensa, E., & Hidayah, N. (2022). Pengaruh inovasi produk, orientasi pasar, dan media sosial terhadap kinerja UMKM fashion. Jurnal Ekonomi Kreatif dan Digital, 3(1), 44–55.
Maryani, D., & Chaniago, R. (2019). E-commerce growth and its impact on the fashion MSME sector in Indonesia. Journal of Economics and Digital Business, 4(2), 78–90.
Probohudono, A. N., Pramesti, A., & Yuniarti, S. (2025). Navigating MSMEs' performance through innovation and digital IT capabilities in business strategy. Journal of Innovation Management, 13(1), 55–72.
Pratama, D. (2021). Inovasi produk sebagai faktor penentu loyalitas konsumen pada UMKM fashion di Indonesia. Jurnal Ilmu Ekonomi dan Bisnis, 9(2), 201–213.
Putri, P. L., & Widadi, B. (2025). Peran inovasi dalam pengembangan model bisnis UMKM di era digital. Jurnal Inovasi dan Kewirausahaan, 5(1), 21–35.
Rafildo, Y., Fadli, A., & Rofik, A. (2025). Pengaruh inovasi produk dan e-commerce terhadap daya saing UMKM konveksi di Kecamatan Tuah Madani. Jurnal Manajemen Usaha Mikro, 2(1), 77–86.
Rizkita, M. A., Suryanto, B., & Fadilah, D. (2025). Integrating cultural adaptation in digital marketing strategies: Enhancing competitiveness and sustainability in MSMEs of Java, Indonesia. International Journal of Business and Cultural Studies, 7(1), 15–29.
Rizaldi, M., & Putranto, R. (2020). Digital marketing adoption and its impact on customer engagement among fashion SMEs in Indonesia. International Journal of Marketing Research, 62(1), 101–118.
Sari, S. A., & Ahmad, N. H. (2024). Enhancing competitiveness of small medium-sized enterprises during the post-pandemic through intellectual capital and technology capabilities. Journal of Small Business Management, 62(3), 489–507.
Suliswanto, M., & Rofik, A. (2019). Digital platform utilization among SMEs in the creative fashion industry. Journal of Economic Development and Entrepreneurship, 5(2), 65–80.
Susanti, D. (2020). Peran digital marketing terhadap peningkatan penjualan UMKM di era digital. Jurnal Ilmu Manajemen, 8(1), 1–12.
Wang, Y. (2016). Digital marketing strategies and their impact on SME competitiveness. International Journal of Marketing Studies, 8(4), 92–104.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen, Bisnis dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
