<![CDATA[This study aims to analyze the development strategies of rengginang Micro, Small, and Medium Enterprises (MSMEs) in improving the competitiveness of local products in Pademawu Timur Village, Pamekasan Regency. Rengginang MSMEs have significant potential for development because rengginang is not only a traditional food product but also represents the economic potential and local cultural values of the Pademawu Timur community. However, several challenges remain in developing these businesses, including limited product innovation, less attractive packaging, conventional marketing practices, suboptimal use of digital technology, and competition with similar products from other regions. This study uses a qualitative approach with a descriptive method. Data were collected through observations, interviews with rengginang MSME owners, and documentation related to production, marketing, and business development activities. The data were analyzed by identifying the internal and external conditions of the MSMEs to determine appropriate strategies for improving product competitiveness. The results indicate that the development of rengginang MSMEs can be strengthened through improving product quality and variety, enhancing packaging design and quality, developing brand identity as a distinctive local product, expanding marketing through social media and online marketplaces, improving business management capabilities, and establishing stronger partnerships with local government, communities, and private sector stakeholders.]]>
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