Diversifikasi Produk sebagai Strategi Peningkatan Daya Saing UMKM Kerajinan: Studi Kasus Bianiishandcraft Sleman
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Abstract
This study aims to analyze product diversification strategies in improving the competitiveness of Bianiishandcraft MSMEs in Sleman, which are engaged in local crafts made from beads. The main problems faced are limited product variety and dependence on one market segment, which has an impact on sales stagnation. This research used a qualitative approach with a case study method. Data were obtained through in-depth interviews, observation, documentation, and business financial analysis. The results showed that the product diversification strategy carried out through design development, utilization of recycled materials, and creation of multifunctional products were able to attract new consumers and expand the market. In addition, the implementation of digital promotion through social media proved effective in increasing brand visibility and sales. These three indicators show that the diversification strategy implemented not only improves business competitiveness, but also provides significant financial benefits. This research provides practical contributions for local craft MSME players in developing product development strategies that are adaptive, creative, and oriented towards business sustainability.
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