<![CDATA[ABSTRAK UMKM kuliner menghadapi perubahan pasar yang semakin dinamis seiring berkembangnya preferensi konsumen, digitalisasi pembayaran, serta meningkatnya persaingan bisnis. Kemampuan adaptasi pelaku usaha menjadi faktor penting dalam mempertahankan kinerja dan relevansi usaha. Penelitian ini bertujuan menganalisis bagaimana integrasi dynamic capability dan strategi pelayanan berkontribusi terhadap peningkatan kinerja UMKM kuliner melalui studi kasus Bubur Ayam Mas Mul. Pendekatan penelitian menggunakan metode kualitatif dengan desain studi kasus. Data primer berasal dari transkrip wawancara pemilik usaha, sedangkan data sekunder diperoleh dari jurnal akademik terkait kapabilitas dinamis, pelayanan, dan UMKM. Analisis dilakukan menggunakan open coding untuk mengidentifikasi kategori sensing, seizing, transforming, strategi pelayanan, dan dampaknya terhadap kinerja usaha. Hasil penelitian menunjukkan bahwa kemampuan membaca perubahan pasar mendorong pengambilan keputusan strategis seperti penambahan menu, peningkatan kapasitas produksi, pemanfaatan media digital, serta penggunaan layanan pemesanan daring. Transformasi operasional tercermin melalui konsistensi rasa, kecepatan pelayanan, dan adaptasi terhadap teknologi pembayaran. Integrasi dynamic capability dan pelayanan terbukti meningkatkan pengalaman pelanggan dan memperkuat kinerja usaha. Penelitian ini memperlihatkan bahwa pelayanan berperan sebagai jembatan antara kemampuan adaptasi dan peningkatan performa UMKM dalam menghadapi perubahan pasar. Kata Kunci: Adaptasi_Pasar, Dynamic_Capability, Kinerja_Usaha, Pelayanan, UMKM_Kuliner ABSTRACT Culinary MSMEs operate in a rapidly changing market shaped by shifting consumer preferences, digital payment adoption, and increasing competition. The ability to adapt becomes essential for sustaining performance and maintaining business relevance. This study aims to analyze how the integration of dynamic capability and service strategy contributes to improving the performance of culinary MSMEs through a case study of Bubur Ayam Mas Mul. The research applies a qualitative method using a case study design. Primary data were obtained from interview transcripts with the business owner, while secondary data were sourced from academic journals related to dynamic capabilities, service quality, and MSME performance. Data were analyzed using open coding to identify categories of sensing, seizing, transforming, service strategy, and their impact on business performance. The findings show that the owner’s ability to sense market changes drives strategic decisions such as menu expansion, increased production capacity, digital promotion, and engagement with food delivery platforms. Operational transformation is reflected in consistent taste, fast service, and adaptation to digital payment technologies. The integration of dynamic capability and service quality enhances customer experience and strengthens business performance. This study highlights that service quality acts as a bridge linking adaptive capability with improved performance among culinary MSMEs facing market changes. Keywords: Business_Performance, Dynamic_Capability, Market_Adaptation, MSMEs, Service_Strategy]]>
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