Driving MSME Growth Through Innovation Strategy: Insights from Elok Printing

Abstract

This study examines the innovation strategy of Elok Printing MSME in enhancing its competitive advantage in the digital era. Using a qualitative approach within a community service framework, data were collected through in-depth interviews and discussions with the business owner. The findings indicate that Elok Printing achieves strong market positioning by focusing on a niche segment of organizational identity products and implementing a premium pricing strategy based on design quality and service excellence. Innovation is reflected in three key areas: multi-channel digital marketing through platforms such as TikTok and Instagram, flexible business processes through collaboration with freelance designers, and the adoption of artificial intelligence to improve design efficiency and creativity. The company also demonstrates adaptability by responding to market disruptions through strategic business adjustments. In conclusion, the integration of digital transformation, operational flexibility, and technological innovation plays a critical role in strengthening sustainable competitiveness. These findings provide practical insights for MSMEs in developing effective innovation strategies in a dynamic business environment.