STRATEGIES FOR BUSINESS SUSTAINABILITY THROUGH DIGITAL MARKETING AND INNOVATION IN ASPIRING GEOPARK

This study explores the impact of digital marketing on business sustainability through geoproduct innovation among Micro, Small, and Medium-sized Enterprises (MSMEs) in the Aspiring Geopark Pangandaran. While previous research has examined geoproduct development and its contributions to local livelihoods, limited studies have addressed the relationship between digital marketing, geoproduct innovation, and MSME sustainability in a geopark setting. This r esearch aims to fill this gap by employing a quantitative approach. Data were collected from 100 MSMEs through an online questionnaire, and the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method was applied for hypothesis testing, given its suitability for small sample sizes. The study reveals that geoproduct innovation, particularly eco-friendly product development, plays a crucial role in business growth by attracting environmentally conscious consumers. Additionally, digital marketing significantly influences geoproduct innovation strategies, enhancing their impact on business performance. The integration of digital marketing with geoproduct innovation fosters long-term sustainability for MSMEs operating within geopark regions. The findings suggest that leveraging digital marketing tools can optimize geoproduct promotion, improve market reach, and strengthen customer engagement. Furthermore, the study highlights the need for MSMEs to adopt digital strategies to remain competitive in an evolving business landscape. By incorporating geoproduct innovation into marketing efforts, MSMEs can enhance brand positioning and expand market opportunities. These insights offer valuable implications for policymakers, business owners, and stakeholders in geopark territories. Strengthening digital marketing initiatives and innovation strategies will ensure the resilience and sustainability of MSMEs, contributing to economic growth and environmental conservation. This study underscores the strategic importance of integrating digital marketing with geoproduct innovation in fostering sustainable MSME development within geoparks.