The Influence of Digitalization Strategies and Product Innovation on the Success of the "CEMIMIW" Brand in Attracting Buyers in the Cassava Chips Business

Abstract

This research discusses the success journey of the brand "Cemimiw," a micro, small, and medium-sized enterprise (UMKM) that produces cassava chips, in attracting buyers through digital transformation and product innovation. Previously, this brand operated traditionally without a clear brand identity. However, through digital marketing strategies and innovation in taste and packaging, the brand has achieved significant growth and changes in brand image and product appeal. In this research, we analyze the impact of the implementation of digital marketing strategies and product innovation on the success of the "Cemimiw" brand.The implications of these findings include the importance of digital marketing strategies in expanding a brand's reach and fostering closer interactions with customers. Furthermore, product innovation has proven to be a driver of consumer attraction and loyalty. The success of "Cemimiw" serves as an inspirational example for other micro, small, and medium-sized enterprises (UMKM) looking to achieve growth through digital transformation and product innovation. In conclusion, the transformation of the "Cemimiw" brand illustrates how the integration of marketing digitalization and innovation can help UMKMs thrive in an increasingly dynamic and competitive market.