Strategi Pengembangan Usaha Makanan Ringan Skala Kecil di Pedesaan: Studi Peluang Dan Tantangan

Abstract

Snack business is one of the micro-enterprise models that has significant potential to be developed in rural areas. In addition to the easy availability of raw materials, snacks also have a broad market segment ranging from children to adults. This study aims to analyze strategies for developing small-scale snack businesses in rural areas by considering aspects of capital, production processes, marketing strategies, and challenges faced by business actors. The research method used is descriptive qualitative with a field observation approach and interviews with five snack business owners in village X. The results show that a relatively small initial capital (IDR 200,000–1,000,000) can be sufficient to start a business, particularly in products such as cassava chips, roasted peanuts, and packaged snacks. The key success factors include flavor innovation, attractive packaging, and marketing strategies through direct selling and consignment at local shops. The main challenges identified are limited access to additional capital, price competition, and limited digital literacy in online marketing. This study concludes that snack businesses in rural areas have promising prospects if entrepreneurs are able to manage capital effectively and utilize creative marketing strategies.