Multi-Criteria Decision Making in Enhancing the Revitalization to Increase MSME Income
DOI:
https://doi.org/10.22437/proca.v2i3.59995Keywords:
MSMEs, MICMAC, Export Competitiveness, Tidesa, Halal, Digital Marketing, BrandingAbstract
Background: Indonesian instant food Micro, Small, and Medium Enterprises (MSMEs) have considerable potential to contribute to economic growth and export expansion. However, structural constraints, including limited human resources, weak digital marketing, inconsistent institutional support, and inadequate product standardization, hinder their international competitiveness. Objective: This study aims to identify and prioritize the strategic factors influencing the competitiveness of Tidesa, an Indonesian instant food MSME, in order to formulate appropriate interventions for sustainable export development. Methods: A mixed-method approach was employed, integrating policy analysis, document analysis, and in-depth interviews. The study applied Cross-Impact Matrix Multiplication Applied to Classification (MICMAC) analysis to classify variables according to their driving and dependence power and to identify strategic priorities for MSME development. Results: The findings indicate that product sorting, export readiness, branding, and digital marketing are determinant variables with high driving power and low dependence. Product taste, supply chain management, sustainability, and halal certification function as linkage variables requiring integrated management. Adaptive capacity and price competitiveness are dependent variables, while business stability and product visualization are autonomous variables with relatively limited systemic influence. Conclusions: Strengthening determinant variables through capacity building, digital transformation, product standardization, and export preparation should be prioritized before enhancing linkage variables. This integrated strategy can improve MSME competitiveness, expand international market access, and support Indonesia's economic development and food diplomacy.
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