Strategi Inovasi Pemasaran Produk pada UMKM Pisana di Kecamatan Biringkanaya, Kota Makassar, Sulawesi Selatan

Abstract

The presence of micro, small and medium enterprises (MSMEs) has an important role in the Indonesian economy, making a significant contribution to increasing employment opportunities, overcoming poverty, and becoming a source of foreign exchange income. However, in the era of rapidly developing information technology, MSME competition is influenced by technological developments, especially social media as a popular marketing platform. Pisana, an MSME in South Sulawesi that focuses on the production of banana chips, faces challenges in marketing and using modern technology. This research aims to provide innovation in developing MSME marketing strategies, with a focus on the use of AI technology. Through implementation methods involving interviews, meetings at production houses, and assistance in Expo activities, this research provides a solution in the form of using AI technology such as "Leonardo AI" to create interesting content ideas and create calendar content using Chat GPT. Apart from that, Pisana MSMEs were given an understanding of the use of Instagram Ads to increase product visibility. The results and discussions included the initial meeting with MSME Pisana, the meeting at the Expo, as well as the innovative solutions provided, such as the Business Model Canvas and Opportunity Analysis Canvas. The writing team also provides assistance in creating promotional content and improving product quality.