MSME OPTIMIZATION OF MIE LETHEK OPERATIONS IN BANTUL REGENCY, YOGYAKARTA

Abstract

Mie Lethek is a traditional food made from organic ingredients originally from Bantul, Yogyakarta. In relation to, they are not many Indonesians are familiar with it. This is happened because of the lack of innovation in producing noodles and its weakness in marketing through digital media. This study discusses the operational optimization of MSMEs mie lethek in Bantul Regency, Yogyakarta. This study uses qualitative research methods by applying observation and interviews. This study aims to develop the innovation in producing mie lethek and to develop marketing strategies using digital media. The results of this study show that MSME of mie Lethek factory has made innovations in their production but they have difficulty to meet the market demand. In one production, the factory is only able to produce 1 ton of mie lethek, while the market demand has reached 3 tons within a month. In addition, to sell mie lethek through digital media has not been maximized because they still have difficulties in using its media. They tend to use WhatsApp, YouTube, and local TV broadcasts to market their products. The main reason why mie lethek have not been marketed to all digital media networks is because the production of mie lethek has not been able to meet the market demand.

Keywords: marketing, mie lethek, product innovation, technology development strategy