The Article PERFORMANCE OF MARINE BASED MSMES: A CASE STUDY OF SMOKED FISH MSMES IN PACITAN

Hawin Maulida Syahputri, Sri Hartono, Dwi Warni Wahyuningsih

Abstract

This study aims to examine the influence of the business environment, product quality, and marketing strategy on the performance of smoked fish Micro, Small, and Medium Enterprises (MSMEs) located at Teleng Ria Beach, Pacitan. These enterprises play a critical role in driving local economic development by providing employment, increasing income, and fostering community growth. A quantitative research approach was adopted, using a saturated sampling technique involving 37 MSME actors. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results reveal that all three independent variables business environment, product quality, and marketing strategy have a significant impact on the performance of smoked fish MSMEs, both individually and simultaneously. A supportive business environment, which includes infrastructure, access to raw materials, and market conditions, plays an important role in enabling the development of MSMEs. Additionally, maintaining consistent product quality and implementing effective marketing strategies are key to achieving better business outcomes. This research contributes to the understanding of MSME development in coastal areas, especially in the context of marine-based products, and provides insights that can support policy formulation and entrepreneurial practices.