Implementation of a Creative Economy-Based Marketing Innovation Strategy Model to Improve the Competitiveness of Women's MSMES
DOI:
https://doi.org/10.33005/mebis.v11i1.785Keywords:
Creative Economy, Marketing Innovation, Women-owned MSMEs, Competitiveness Participatory Action Research (PAR)Abstract
Digital transformation has created both opportunities and structural constraints for women-owned micro, small, and medium-sized enterprises (MSMEs), especially in relation to digital capability, access to resources, and market differentiation. This study aimed to implement and evaluate a creative economy-based marketing innovation strategy model for improving the competitiveness of women-owned MSMEs in Belimbing Village, Pupuan District, Tabanan Regency, Bali. The study used an embedded mixed-method design within Participatory Action Research (PAR) and involved 30 women-owned MSMEs that participated in the full cycle of problem identification, planning, action, and reflection. Quantitative data were collected through pre-intervention and post-intervention questionnaires, while qualitative data were obtained through interviews, field observation, and documentation. Quantitative analysis combined descriptive statistics, paired-sample t-tests, effect-size estimation (Cohen's dz), relative gain analysis, and 95% confidence intervals; qualitative data were analyzed thematically and verified through triangulation. The findings show statistically significant improvements in all five dimensions: digital marketing capability, product innovation, storytelling and branding, partnership and collaboration, and impact and competitiveness. Additional effect-size analysis indicates moderate practical effects across all dimensions, with the strongest gains observed in impact and competitiveness and in partnership and collaboration. Qualitative findings show that local cultural identity strengthens product appeal and brand differentiation, but limited capital, low digital literacy, inconsistent content production, and the absence of a shared promotional platform constrain sustainability. The study concludes that the proposed model is useful for strengthening women-owned MSMEs, although the results should be interpreted as intervention-associated improvements because the design did not include a control group.
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