Development of Endek Innovation in Encouraging Digitalization of MSMEs

Endek cloth is a cultural heritage on the island of Bali and even an icon of Bali, which was first introduced in Gelgel, Klungkung Regency but is currently experiencing a decline in interest in producing it. This makes this service carried out in order to be able to provide encouragement for innovation to green products, care for the green environment, the use of natural dyes with the utilization of environmental waste, and concern for the environment related to pollution, with the aim of encouraging promotional strategies so that businesses will be sustainable. The method in this service is qualitative observation, involving owners as business actors, workers, and users in obtaining information. The results of this study provide encouragement to innovate more varied products by using environmentally friendly colors from nature, then utilizing organic waste that can produce natural colors so that it will reduce environmental pollution. Green product innovation is also balanced with STP (Segmentation, targeting, and promotion), Tini Zhop after getting support in product innovation into green products also promoted to millennials by promoting to students by conducting online promotions and exhibitions to campuses.