Potensi dan Strategi Pengembangan Teh Daun Kelor Berbasis Inovasi Produk Untuk Mendorong Pertumbuhan Ekonomi Kreatif: Kajian Literatur

Abstract

Moringa oleifera leaves possess functional properties that provide a basis for their utilization as raw material for herbal tea; however, their economic potential depends on how these resources are transformed through product innovation and market-oriented strategies. This study aims to analyze the relationship between moringa leaf tea innovation and its potential to support creative economy development, particularly through product differentiation, branding, digital marketing, and MSME development. The study employed a qualitative approach using an integrative literature review. Literature was retrieved from Google Scholar, Garuda, and relevant national and international electronic journals published between 2021 and 2025. From 36 initially identified sources, 16 met the inclusion criteria and were analyzed through thematic identification, reduction, comparison, classification, and interpretation. The synthesis indicates that the strategic development of moringa leaf tea involves an interconnected process in which functional raw-material potential is transformed through flavor and product innovation, packaging and branding, and digital marketing. These dimensions potentially generate product differentiation, strengthen perceived value, expand market access, and create opportunities for MSME-based entrepreneurship. The findings further show that limited innovation capacity, consumer awareness, branding, and marketing remain interconnected constraints. Accordingly, moringa leaf tea should not be viewed merely as a functional beverage but as a local-resource-based product whose potential contribution to the creative economy depends on the integration of innovation, value creation, market positioning, and MSME capabilities.