Marketing Strategy Analysis Through Innovation and Sustainable Entrepreneurship in UMKM in Gresik

Toko Bu Faizah is an UMKM engaged in providing various food needs and has been established since 2020 in Sawo Village, Dukun District, Gresik Regency. In its development, this MSME faces various challenges such as tight market competition and limited capital. This study aims to analyze the innovation and sustainable entrepreneurship strategies implemented by Toko Bu Faizah in order to increase competitiveness and business sustainability. The research method used is interviews with business owners and customers to obtain a real picture of the strategies implemented. The results of the study show that product innovation, customer service, and the use of digital marketing are the main factors in the success of Toko Bu Faizah. This study is expected to provide insight for other UMKM in developing sustainable business strategies.