Enhancing Competitiveness Through Innovation: A Basreng Snack MSME

Abstract

The Micro, Small, and Medium Enterprise (MSME) "Basreng Snack Mak Ipok" is a fried meatball snack culinary business from Bogor, initiated by Mr. Apriansyah since 2020. Through direct interviews on July 12, 2025, this study aims to formulate comprehensive innovation strategies to enhance business competitiveness. Currently, the partner has secured legal compliance through a Business Identification Number (NIB) and Halal Certificate, along with initial innovations including packaging hygiene improvements and a brand transformation from "Warzhomet" to "Basreng Snack Mak Ipok". To expand market reach, five new innovation strategies are proposed: (1) utilizing WhatsApp Business for ordering efficiency; (2) optimizing creative content marketing via Instagram and TikTok; (3) implementing interactive promotions like the "Buy 10 Get 1" system; (4) diversifying digital payments based on QRIS and e-wallets ; and (5) expanding sales channels through marketplaces (Shopee) and online food delivery (GoFood/GrabFood). The implementation of these technology-driven strategies is expected to strengthen branding, increase customer loyalty, and ensure business sustainability in the snack market.