SURVIVAL AND DEVELOPMENT STRATEGY OF SAMBAL BOTOL MSMEs IN THE DIGITAL ERA: DESCRIPTIVE STUDY OF TUKU SAMBAL

Abstract

This study aims to describe the strategies implemented by Tuku Sambal MSMEs in an effort to survive and thrive in the digital era. The development of information technology and changes in consumer behavior encourage micro, small, and medium enterprises (MSMEs) to adapt through marketing innovation and optimization of digital media. This study uses a qualitative approach with a descriptive study method. Data were collected through in-depth interviews, observations, and documentation of Tuku Sambal business owners and consumers. The results of the study show that Tuku Sambal implements several key strategies, including the use of social media as the main promotional media, packaging innovation and product variants to attract market interest, and strengthening relations with customers through delivery services and active interactions on digital media. In addition, business actors also utilize marketplaces and collaboration with local culinary communities to expand market reach. These findings provide an overview that digital adaptation and marketing creativity are important factors for the sustainability and growth of bottled chili sauce MSMEs amidst increasingly competitive business competition.