A SWOT-BASED STRATEGIC MODEL FOR ENHANCING COMPETITIVENESS OF CULINARY MSMES: EVIDENCE FROM KAMPUNG PEMPEK 26 ILIR, PALEMBANG

Nur Hidayati; Sopian; Fretty  Welta

Penulis

Nur Hidayati Kader Bangsa University, Indonesia Penulis
Sopian Kader Bangsa University, Indonesia Penulis
Fretty Welta Kader Bangsa University, Indonesia Penulis

Kata Kunci:

Culinary industry, Development strategy, MSMEs, Pempek, SWOT analysis

Abstrak

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting economic growth, creating employment opportunities, and strengthening local economies in developing countries. In Indonesia, the culinary sector is one of the key components of the creative economy, particularly through traditional food-based MSMEs. Kampung Pempek 26 Ilir in Palembang is widely known as a center for the production and marketing of pempek, a traditional culinary icon with significant cultural and economic value. However, despite its potential, MSMEs in this area still face several challenges, including limited business capital, low digital literacy, limited product innovation, and restricted access to broader markets. This study aims to analyze the development strategies of MSMEs in Kampung Pempek 26 Ilir, Palembang, in order to enhance their competitiveness and business sustainability. The research uses a qualitative descriptive approach with a case study method. Data were collected through in-depth interviews, field observations, and documentation involving eight MSME owners selected using purposive sampling. The data were analyzed using a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to identify internal and external factors influencing MSME development. The results show that MSMEs in Kampung Pempek 26 Ilir have strong potential through their authentic product taste, strategic location, and established culinary reputation. However, challenges such as limited innovation, low utilization of digital marketing, and capital constraints still hinder business growth. Strategic efforts such as strengthening digital promotion, improving product packaging and innovation, and enhancing collaboration among MSMEs are necessary to improve competitiveness. These strategies are expected to support sustainable MSME development while strengthening Kampung Pempek 26 Ilir as a culinary tourism destination in Palembang.

Unduhan

Data unduhan tidak tersedia.

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