Entrepreneurial Marketing Practices in Traditional Food-Based MSMEs: A Case Study of CV Riang Java Food

Santi Widyaningrum; Sudarmiatin

doi:10.59890/ijfbm.v3i3.42

Authors

Santi Widyaningrum Universitas Negeri Malang
Sudarmiatin Universitas Negeri Malang

DOI:

https://doi.org/10.59890/ijfbm.v3i3.42

Keywords:

Entrepreneurial, Innovation, Marketing, MSMEs, Traditional

Abstract

This study explores entrepreneurial marketing (EM) in traditional food MSMEs through a case study of CV Riang Java Food, analyzing how EM bridges cultural preservation and digital innovation. Using qualitative methods (interviews, observations, document analysis), we examine EM practices through MSME constraints, traditional values, and innovation adoption. Findings show effective community-based EM (e.g., Karang Taruna sales force) but limited digital adoption hinders growth. The study contributes the concept of "cultural ambidexterity" for balancing heritage and modernization. Results suggest hybrid strategies (digital storytelling, localized CRM) could enhance traditional MSMEs competitiveness, offering practical insights for businesses and policymakers in Indonesia's digital economy.

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