Micro, Small, and Medium Enterprises (MSMEs) as a Pillar for Fulfilling the Needs of the Purwokerto Regional Community

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in meeting the daily needs of the Purwokerto community. This study aims to determine how MSMEs provide needed products and services and their role in driving the local economy. The research question is how significant MSMEs contribute to meeting community needs and what factors influence their performance. The study employed a descriptive qualitative approach through direct interviews with MSME actors, field observations, and documentation studies. Data were analyzed by comparing various sources of information to ensure accurate and reliable results. The results show that MSMEs in Purwokerto are capable of presenting a variety of local products, including culinary delights, while simultaneously increasing the community's economic independence. The main obstacles encountered are limited capital, digital marketing capabilities, and a lower level of interest from local residents compared to students, the majority of whom are not local residents Therefore, this study recommends strengthening MSMEs by expanding the reach of buyers, not only relying on students but also the community around the campus. This can be achieved by increasing promotions on local social media or establishing online ordering services.