Analysis of Entrepreneurial Strategies, Product Innovation, and Competitive Advantage of Pangsit Palooza Culinary MSME in Facing the Food Industry Competition in Magelang City
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Zidan Rizka Alhafidz*
Aidha Hany
Jamilatun Khumairoh
This research examines the entrepreneurial strategies, product innovation, and competitive advantage of Pangsit Palooza, a culinary Micro, Small, and Medium Enterprise (MSME) in Magelang City, Indonesia. Using a descriptive qualitative approach, the study analyzes how the business navigates the competitive food industry through various strategies, including product differentiation, quality management, and digital marketing initiatives. Data was collected through in-depth interviews with the business owner, direct observation of operations, and analysis of business documentation. The findings reveal that Pangsit Palooza has successfully differentiated itself through innovative product offerings, quality ingredients, and effective digital marketing strategies. The research highlights the importance of continuous product innovation, strategic branding, and operational efficiency for culinary MSMEs seeking to maintain competitiveness in an increasingly saturated market. This study provides insights not only for Pangsit Palooza but also serves as a reference for other culinary MSMEs facing similar challenges in developing sustainable business models.
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