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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