KEMAMPUAN INOVASI PROAKTIF DAN AGRESIVITAS KOMPETITIF SEBAGAI INTEGRAL PEMASARAN PRODUK DOMESTIC
This research aims to find out about the importance of creative, inventive, and innovative solutions in facing the uncertainty of the crisis period, to find out about decisions regarding changes in domestic and international distribution costs as an integral part of domestic marketing, and to find out about market changes that tend to be different so that they influence the use of digital media in marketing. The population in this research is middle to lower business actors and MSMEs. The methodology uses a qualitative approach with data collection techniques, observation techniques, literature studies, and interviews. The data analysis used was a qualitative descriptive method. The observations are that creative, inventive, and innovative solutions in dealing with the uncertainty of the crisis period must always be sought, both from the entrepreneurs themselves and with government assistance. Decisions on changes to domestic and international distribution costs, which are an integral part of marketing, must involve cooperation between agencies and business entities to optimize distribution arrangements and improve logistics management, bureaucratic rules in governance, and business process efficiency. The less-than-optimal use of digital media in marketing also creates an obstacle for entrepreneurs, so the results must meet expectations. This research concludes that with proactive innovation capabilities and competitive aggressiveness as an integral part of domestic product marketing, it can change the economic value of a product and improve the nation's economy.