<![CDATA[The palm sugar small industry plays a vital role in driving the rural economy by utilizing local resources and absorbing labor. This study aims to identify and analyze the business profile of the palm sugar small industry in Jurit Baru Village, Pringgasela District, East Lombok Regency. The research approach used is descriptive quantitative with a survey method. Data collection was carried out through structured interviews and questionnaires given to the entire population of palm sugar craftsmen, totaling 30 people using the census method. Data analysis was conducted descriptively to illustrate the business profile characteristics including labor, production processes, income, and marketing aspects. The results showed that the palm sugar industry in Jurit Baru Village is a home-based small business passed down through generations and is labor-intensive, dominated by family workers. The production process still relies on traditional technology and simple equipment (such as earthen stoves, pans, and cauldrons). The daily income of craftsmen ranges from IDR 80,000 to IDR 160,000, which is highly dependent on daily production volume and selling prices. The main constraint faced by craftsmen lies in the marketing aspect due to their reliance on local middlemen networks and limited access to wider markets. It is recommended for craftsmen to diversify products into granulated palm sugar (gula semut) to increase market value, and for the local government to facilitate managerial training, capital strengthening, and the establishment of business cooperatives.]]>
