MIXED METHODS STRATEGY MODEL IN PRODUCT INNOVATION AND DIGITAL MARKETING OPTIMIZATION FOR DAYAK SPECIALTY SOUVENIRS

Abstract

Dayak specialty souvenirs, which represent the rich cultural heritage and biological uniqueness of Kalimantan, face significant challenges in adapting to modern market demands, particularly regarding limited product innovation and marketing effectiveness. Traditional products often lack added value, have monotonous designs, and packaging that does not meet the standards of a wider market. A strategic intervention is required that combines product quality improvement with measured digital marketing strategies.This study aims to formulate a strategic model for Dayak specialty souvenir product innovation integrated with digital marketing optimization. The research employs an exploratory sequential mixed methods approach. The first stage (qualitative) involves in-depth interviews with artisans, cultural stakeholders, and designers to identify the potential of local raw materials (e.g., Dayak Onion, rattan) and formulate concepts for competitive product design and packaging innovation. This stage yields a contextual product innovation model. The second stage (quantitative) is to test the effectiveness and market acceptance of the formulated product innovation model. A survey will be conducted among potential consumers and tourists to measure purchase intention and willingness to pay for the innovated products. The results from both stages will be synthesized to produce strategic recommendations, including guidelines for the diversification of craft and culinary products, and an appropriate digital marketing model to expand market reach, thereby elevating Dayak specialty souvenirs from local products to high-value tourism commodities.