Abstract
Penelitian ini bertujuan untuk menganalisis penerapan konsep ekonomi kreatif pada UMKM kuliner tradisional melalui studi kasus pada usaha Ubi Bakar Madu. Menggunakan metode kualitatif dengan pendekatan studi kasus, penelitian ini menelusuri faktor non-finansial seperti kreativitas, inovasi produk, strategi pemasaran berbasis budaya, dan pelestarian nilai tradisional sebagai elemen utama keberlanjutan usaha. Data dikumpulkan melalui observasi, wawancara, dan dokumentasi, kemudian dianalisis dengan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa Ubi Bakar Madu berhasil mengimplementasikan konsep ekonomi kreatif melalui inovasi produk berbahan lokal, promosi yang menonjolkan nilai budaya, serta upaya menjaga proses produksi tradisional. Kreativitas, reputasi merek, dan nilai budaya menjadi modal utama yang mendorong ketahanan dan daya saing usaha tanpa ketergantungan besar pada modal finansial. Penelitian ini menyimpulkan bahwa sinergi antara inovasi, budaya, dan kreativitas merupakan kunci keberlanjutan UMKM kuliner tradisional di era ekonomi kreatif. This study aims to analyze the application of the creative economy concept to traditional culinary MSMEs through a case study of the Honey Baked Sweet Potato business. Using a qualitative method with a case study approach, this study explores non-financial factors such as creativity, product innovation, culture-based marketing strategies, and the preservation of traditional values as key elements of business sustainability. Data were collected through observation, interviews, and documentation, then analyzed using the Miles and Huberman model. The results show that Honey Baked Sweet Potato successfully implemented the creative economy concept through product innovation using local ingredients, promotions that emphasize cultural values, and efforts to maintain traditional production processes. Creativity, brand reputation, and cultural values are the main assets that drive business resilience and competitiveness without heavy dependence on financial capital. This study concludes that the synergy between innovation, culture, and creativity is the key to the sustainability of traditional culinary MSMEs in the creative economy era.
