Perilaku Inovatif Pada Pelaku UMKM Bebek Kretek Bangkalan

Ma'rufah Ma'rufah, Jayaning Sila Astuti

Abstract


This study aims to observe the innovative behavior of Bebek Kretek MSME actors in Bangkalan. This MSME transformed from a simple roadside stall into a business marketed online through e commerce platforms, namely TikTok Shop and Shopee. This change occurred as the owner responded to the available opportunities. Using a qualitative phenomenological approach, data were obtained from direct interviews and observations. Based on De Jong and Den Hartog’s (2010) theory, the innovative behavior of Bebek Kretek MSME actors was developed through four dimensions: idea exploration, idea generation, idea championing, and idea implementation. The owner of Bebek Kretek was able to recognize opportunities, create product variations, develop packaging to maintain product quality, and effectively market the products. Collaboration with several influencers became a supporting factor for success. The results of this study indicate that innovative behavior plays an essential role in the success of MSMEs in the digital era and demonstrate to other MSMEs that innovative behavior can be a tool for surviving in a competitive market.

Keywords


UMKM, Perilaku Inovatif, E-commerce, Bebek Kretek

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