Business Strategy Analysis to Increase Public Interest in Lomek Chips

Keywords: Business strategy, Lomek chips, marketing innovation, consumer interest, MSMEs, SWOT, AHP

The declining public interest in traditional fish-based snacks such as Lomek chips poses a significant

challenge for local micro, small, and medium enterprises (MSMEs). This study aims to analyze effective business

strategies to increase public attraction toward Lomek chips through innovation and marketing development. A

mixed-method approach was employed, combining qualitative and quantitative analyses. Data were collected

from 50 respondents, including consumers, producers, and local distributors, using interviews, surveys, and field

observations. Analytical tools such as SWOT analysis and the Analytical Hierarchy Process (AHP) were applied

to determine key strategic priorities. The results indicate that product innovation and attractive packaging

(weight 0.34) are the most influential factors in increasing consumer interest, followed by digital marketing

through social media (0.28), collaboration with local influencers (0.22), and market expansion via e-commerce

(0.16). The findings highlight that strengthening brand identity and utilizing digital marketing platforms are

essential for improving market competitiveness. Therefore, implementing integrated business strategies based on

innovation, promotion, and market expansion can effectively enhance public interest in Lomek chips and support

the sustainability of local MSMEs.