Analisis Peran Kapabilitas Inovasi pada Keberlanjutan Bisnis Produk Ramah Lingkungan (Studi Kasus: Oceco, Pure Bubble dan Puri Hana)
Abstract
Dalam beberapa tahun terakhir, Indonesia mengalami pertumbuhan signifikan pada usaha mikro, terutama di sektor
teknologi dan produk ramah lingkungan. UMKM berperan penting dalam perekonomian, namun menghadapi tantangan
dalam mengembangkan inovasi berkelanjutan untuk mempertahankan eksistensinya. Penelitian ini bertujuan
menganalisis bagaimana kapabilitas inovasi mendukung keberlanjutan usaha produk ramah lingkungan. Pendekatan yang
digunakan adalah metode kualitatif dengan studi kasus pada tiga UMKM: OCECO, Pure Bubble, dan Puri Hana. Data
dikumpulkan melalui wawancara dan dianalisis secara deskriptif kualitatif. Hasil menunjukkan bahwa ketiga UMKM
memanfaatkan inovasi produk, proses, dan pemasaran secara strategis untuk meningkatkan efisiensi operasional,
mengurangi dampak lingkungan, dan menciptakan nilai sosial. Inovasi pemasaran edukatif juga digunakan untuk
meningkatkan kesadaran konsumen. Meskipun menghadapi kendala seperti keterbatasan sumber daya dan distribusi,
ketiganya tetap konsisten menjalankan praktik ramah lingkungan. Penelitian ini memberikan kontribusi akademis
sebagai referensi studi inovasi dan keberlanjutan UMKM serta dorongan praktis bagi pelaku usaha untuk terus
mengembangkan kapabilitas inovasi dan memanfaatkan teknologi secara efisien guna meningkatkan daya saing jangka
panjang.
Kata Kunci- UMKM, Usaha Kecil, Kapabilitas Inovasi, Eco-friendly, Keberlanjutan Usaha
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