Analisis Strategi Pengembangan UMKM dalam Pemasaran Produk Kue di Desa Air Batu Kecamatan Renah Pembarap

Abstract

This study aims to analyze the development strategy of Micro, Small, and Medium Enterprises (MSMEs) in marketing cake products in Air Batu Village, Renah Pembarap District, Merangin Regency. The research is motivated by the limited marketing strategies implemented by MSME entrepreneurs, who predominantly rely on conventional marketing methods, resulting in restricted market reach and suboptimal business competitiveness. This study employed a qualitative approach with a descriptive research design. Data were collected through observation, in-depth interviews, and documentation involving purposively selected MSME owners. Data were analyzed using the stages of data reduction, data display, and conclusion drawing, supported by a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis to identify internal and external factors influencing business development. The findings reveal that the marketing strategies adopted by MSMEs are still dominated by direct selling and word-of-mouth promotion, while the utilization of digital marketing remains limited due to low digital literacy, limited financial resources, and a lack of product innovation. The SWOT analysis indicates that MSMEs possess several strengths, including product quality, distinctive taste, affordable prices, and easy access to raw materials. However, their major weaknesses include traditional marketing practices, limited human resource capacity, and inadequate product packaging. Meanwhile, opportunities arise from the rapid development of digital technology, increasing consumer demand, and government support for MSMEs, whereas threats include intensifying market competition and changing consumer preferences. The recommended development strategies include optimizing digital marketing, enhancing entrepreneurs' competencies through training, improving product and packaging innovation, and strengthening collaboration with government agencies and business support institutions. These strategies are expected to enhance business competitiveness, expand market reach, increase entrepreneurs' income, and promote the sustainable development of local MSMEs.