STRATEGY FOR ENHANCEMENT OF MICRO SMALL MEDIUM ENTERPRISES COMPETITIVENESS IN PANGKEP REGENCY, INDONESIA.

Abstract

The fisheries sector, especially milkfish production and its processed products, is one of the main components that drives the regional economy in Pangkep Regency, South Sulawesi. Processed milkfish products are generally produced by Micro, Small and Medium Enterprises (MSMEs). Despite having the potential to be a driver of the family economy, MSME actors face various problems, especially in the marketing aspect. Therefore, the purpose of this study is to examine the constraints and marketing strategies of processed milkfish products produced by MSMEs in Pangkep Regency. This study uses qualitative techniques with data collection methods through interviews and focus group discussions with MSME actors in processed milkfish. The triangulation technique with data analysis consists of three stages: data reduction, data display, and conclusion. The results of the study show that MSMEs face several problems in the marketing aspect, including limited market access, limited promotion and branding, and low digital marketing knowledge. The strategies that need to be carried out for MSMEs are increasing the ability to adopt digital technology, training on marketing strategies and assisting for MSME actors. To improve the market competitiveness of MSME products, collaboration from multiple parties, including the government, academics, financial institutions, and the private sector, is required.

Keywords: Micro, Small and Medium Enterprises, marketing, milkfish, economy.