Beyond Budgeting, Digital Marketing, and Product Innovation Approaches to Increase Buffet Pottery Sales for MSME Sustainability
DOI:
https://doi.org/10.35457/jares.v11i2.5979Keywords:
Beyond Budgeting; Digital Marketing; Product Innovation; Sales Increase; MSME SustainabilityAbstract
This study aims to analyze the role of Beyond Budgeting, digital marketing, and product innovation in supporting sales growth and MSME sustainability in pottery buffet utensils. The study employed a qualitative approach with a case study design. Data were obtained through in-depth interviews, observation, and documentation. Data analysis was conducted interactively through data condensation, data presentation, and conclusion drawing. The results show that Beyond Budgeting supports internal adaptability through flexibility in planning and resource management. Digital marketing contributes to expanding market reach, strengthening consumer communication, and obtaining information about market needs. Product innovation increases product relevance and added value. The integration of these approaches forms a sustainable adaptation mechanism that creates opportunities for market expansion, increased demand, and MSME sustainability. This study offers an integrative conceptual model connecting management flexibility, market learning, innovation, and digital strategies to support MSME sustainability and adaptive responses to changing market conditions.
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