<![CDATA[The 1997 economic crisis, which began with the weakening of the rupiah exchange rate and the monetary crisis, caused a recession that hit various sectors. However, MSMEs have proven to be able to survive and become the backbone of the economy, including the culinary sector such as Ms. Linda's Nasi Goreng business. This business started with limited capital, but thanks to commitment and innovation, it was able to grow significantly. This research uses a qualitative approach through in-depth interviews with Ms. Linda as the business owner to obtain direct information related to marketing strategies, financial management, challenges, and efforts made in facing the crisis. Based on the interview results, the main factors for the success of this business are strategic location, consistent product quality, and word of mouth. Despite not utilizing digital platforms and not yet having halal certification, the business is still showing positive growth. The challenges faced early on, including the impact of the monetary crisis, were overcome with perseverance and simple yet effective strategies. The story of Ms. Linda's Nasi Goreng reflects the huge potential of MSMEs in driving local economic growth and the importance of continued support and development for small businesses. Support from the government and access to capital will greatly help push the scale of the business to a higher stage, as well as increase competitiveness in an increasingly competitive and dynamic market in the current era of economic globalization.]]>
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