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All Journal Jurnal Publikasi Ekonomi dan Akuntansi
Permana, Devani Aprilia
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Usaha Dan Inovasi Produk Pada UMKM Ayam Geprek Bakar Studi Kasus Cabang Binong Jati Permana, Devani Aprilia; Apriadi, Deri
Jurnal Publikasi Ekonomi dan Akuntansi Vol. 6 No. 1 (2026): Januari: Jurnal Publikasi Ekonomi dan Akuntansi
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/jupea.v6i1.5281

Abstract

Ayam Geprek Bakar is a family-run culinary MSME operating in Bandung since 2020. It introduces innovation in its food processing by using a torch-burning technique for grilled smashed chicken and serving it with citrus leaf sambal, which has successfully attracted local consumers despite relying solely on word-of-mouth marketing. This study aims to analyze the product innovation strategies and marketing challenges faced by the business. A qualitative case study approach was employed, involving in-depth interviews with the business owner. The findings indicate that the uniqueness of the product serves as a key competitive advantage. However, limited digital marketing knowledge presents a challenge in expanding market reach. It is recommended that the MSME begin utilizing digital platforms to improve visibility and competitiveness in a broader market.
Co-Authors Deri Apriadi