Ika-Ke Cassava Gipang MSME Development Strategy in Cilegon City: Consumer Perception Analysis and Cooperative-Based Digital Transformation
DOI:
https://doi.org/10.55927/marcopolo.v3i6.76Keywords:
MSMEs, Cassava Gipang, Consumer Perception, Development Strategy, DigitalAbstract
This study aims to examine the development strategy of the Gipang Singkong IKA-KE MSME in Cilegon City through consumer perception analysis and cooperative-based digital transformation. Gipang IKA-KE is a traditional cassava-based snack product with great potential to support the local economy and preserve cultural heritage. However, the business faces challenges such as limited distribution, weak branding, and slow digital adaptation. The research uses a qualitative descriptive method with a case study approach, using data obtained from literature reviews and interviews with business actors. Findings reveal that consumer perception of the product is highly positive, with a Customer Satisfaction Index of 82.45%. Recommended development strategies include product innovation, social media utilization, digital partnerships, and strengthening cooperatives as a platform for collaborative action among MSMEs. Digital transformation through cooperatives has significantly improved visibility, production efficiency, and market expansion. The study recommends enhancing digital literacy and government support through training programs and collective promotion facilitation.
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