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All Journal Innofarm Jurnal Inovasi Pertanian Owner : Riset dan Jurnal Akuntansi Atma Jaya Accounting Reseach (AJAR) Jurnal Akuntansi Bisnis Jurnal Ekonomi Dan Bisnis Pena : Jurnal Ilmu Pengetahuan dan Teknologi DEDIKASI PKM Jurnal Litbang Kota Pekalongan Entrepreneur : Jurnal Bisnis Manajemen dan Kewirausahaan Jurnal Ilmiah Raflesia Akuntansi ProBisnis : Jurnal Manajemen Jurnal Akuntansi, Manajemen dan Perbankan Syariah DIMASEKA
Komala Ardiyani
Fakultas Ekonomi Universitas Pekalongan
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Product Innovation and Marketing Strategy of Culinary MSMEs in Improving Local Competitiveness Milasari, Dian; Yunitarini, Siti; Jannah, Kamalina Din; Ardiyani, Komala; Putri, Naufalia Sabrina
ProBisnis : Jurnal Manajemen Vol. 17 No. 1 (2026): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

This study aims to analyze the form of product innovation and marketing strategies implemented by culinary MSMEs in Pekalongan in order to improve the competitiveness of their businesses in the local market. The approach used is descriptive qualitative with explorative case study method. Data were collected through in-depth interviews, participatory observations, and documentation from MSME actors who have been active for at least two years. The results showed that product innovation was carried out through menu diversification, the useof location materials, and creative packaging, while marketing strategies evolved towards digital, utilizing social media, food delivery services, and collaborative promotions. The integration between product innovation and marketing strategy has proven to increase turnover, expand the market, and strengthen the brand identity of MSMEs. This study recommends the need for training, mentoring, and supporting policies from local governments as well as collaboration with academics to strengthen the MSME ecosystem based on local potential.
Co-Authors Adi, Moh. Risqi Kurnia AF, Ferdy Firmansyah Akhmad Samsul Ulum Amalia M.Si SE. Ilmiani Andi Kushermanto Arum Ardianingsih Catur Ragil Sutrisno Dian Milasari Dian Priatiningsih Eka Adi Supriyanto Faa’iqoh, Azzah Febriyanti, Erika Intan Setyawati Kamalina Din Jannah M Maulidin Fachrur M. Trihudiyatmanto Mahmudah, Dinda Amalia Maulidin Fachrur Meliza Meliza Mella Mardayanti Milzam, Muhammad Moh. Risqi Kurnia Adi Mohammad Sigit Taruna muhammad asfindra saksono Muhammad Maulidin Fachrur Mutmainah, Dinda Maulin Nur Maghfiroh Putri, Naufalia Sabrina Safitri, Anni Sajuri, Sajuri Sari, Fangela Myas Siti Yunitarini Syafnita M.Si SE. Syakiroh Jazilah Tristiawan, Feri Ubad Badrudin