Analysis of the Development of Micro, Small and Medium Enterprises (MSMEs) in Gethuk Traditional Culinary in Sokaraja District, Banyumas Regency

Abstract

This study examines the growth of traditional gethuk culinary MSMEs in Sokaraja District, Banyumas Regency, as a cultural icon and the backbone of the community's economy. MSMEs also face various challenges, including limited access to digital technology, low efficiency in product innovation, limited capital, and competition from modern food. However, growth opportunities still arise from the growing interest in products based on local wisdom, culinary tourism trends, and government support. The research method used is a qualitative approach through in-depth interviews, direct observation, and documentation from relevant library sources. Analysis was conducted descriptively to identify banking strategies, challenges, and opportunities. The findings of this study suggest that the development of gethuk MSMEs should prioritize four main strategies, namely: (1) improving product quality through innovation in taste, shape, and packaging; (2) utilizing digital technology, especially social media and e-commerce, to expand marketing; (3) strengthening local identity as a culinary tourism attraction; and (4) increasing managerial capacity and access to capital. With this approach, Gethuk MSMEs are expected to be able to survive the digital era while growing into competitive and sustainable drivers of the local economy.