Pemanfaatan Tren Digital dalam Pengembangan Produk Kreatif Lokal di Era Ekonomi Berbasis Inovasi

Abstract

In an innovation-driven economy, local creative industry players must adapt to global competition. This study explores the use of digital trends, including artificial intelligence, big data analytics, and social media marketing, in local creative product development strategies to enhance competitiveness. The research approach is descriptive qualitative, using case studies of several craft and fashion MSME clusters. Data were collected through in-depth interviews with business owners, observations of digital activities, and a literature review. Findings indicate that adopting digital trends accelerates product innovation, reveals consumer preferences in real time, and expands markets; however, barriers such as low digital literacy and limited infrastructure continue to reduce its effectiveness. Recommendations emphasize the need for triple-helix synergy (government, academia, industry) to provide sustainable digital training and build a more adaptive local creative ecosystem