Creative Economy-Based Development Strategies For Culinary MSMES In Ranggagading: A Swot Analysis Approach

Mashadi Mashadi, Mumuh Mulyana, Yoyon supriadi, Ratih Puspitasari, Yayuk Nurjanah

Abstract


This study aims to analyze the current conditions of micro, small, and medium enterprises (MSMEs) in the culinary sector in Ranggagading, identify internal and external factors influencing their development, and formulate strategies based on the creative economy approach using SWOT analysis. A descriptive qualitative method was employed, with data collected through in-depth interviews, field observations, documentation, and focus group discussions (FGDs) involving MSME actors, local government representatives, and consumers. The findings reveal that culinary MSMEs in Ranggagading possess strengths such as unique products made from local raw materials, distinctive flavors, affordable prices, and entrepreneurial creativity, but face weaknesses including limited capital, low digital literacy, weak business management, and dependence on local markets. Opportunities include the growing trend of culinary tourism, government support, easy access to e-commerce, and increasing appreciation for local products; while threats involve competition from external products, shifting consumer preferences, fluctuating raw material prices, and economic instability. The formulated development strategies encompass digital promotion leveraging local strengths, partnerships with the tourism sector, business management and digital marketing training, establishment of joint business groups, product innovation aligned with market trends, and institutional strengthening of MSMEs. The implementation of these strategies is expected to increase revenue, enhance production efficiency, create jobs, empower communities, strengthen synergy with the tourism sector, and improve overall business quality, enabling Ranggagading’s culinary MSMEs to become competitive and sustainable drivers of a locally based creative economy.

Keywords: culinary MSMEs, creative economy, SWOT analysis, development strategy, Ranggagading


Keywords


culinary MSMEs, creative economy, SWOT analysis, development strategy, Ranggagading

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v53.1.7541

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