DEVELOPMENT STRATEGY OF DISTINCTIVE CUISINE: AN EMPIRICAL STUDY OF OTAK-OTAK BANDENG FITRI MSME AGROINDUSTRY IN GRESIK REGENCY, EAST JAVA PROVINCE, INDONESIA

Abstract

Indonesian cuisine is rich in variety, and Otak-otak bandeng is Gresik Regency’s distinct cuisine. This study aims to determine the internal and external factors and formulate a priority development strategy for the Otak-Otak Bandeng agroindustry. This research was conducted at the Otak-Otak Bandeng Fitri MSME, which is located in Kramat Inggil Village, Gresik District, Gresik Regency, East Java Province, Indonesia. Primary data was collected using a questionnaire and an in-depth interview with the owner and one worker of Otak-Otak Bandeng Fitri MSME and the staff of the Marine, Fisheries, and Animal Husbandry Department of Gresik Regency. SWOT and QSPM analyses were applied in this study. Based on the IE matrix, this business is located in cell V in a hold and maintain position with a strategy of market penetration and product development. Based on the highest TAS (6.82), the creation of a market and the construction of new stores in strategic locations are the priority strategies that Otak-Otak Bandeng Fitri MSME can implement.