ANALISIS PENGEMBANGAN PRODUK KERIPIK BELUT UMKM CITRA RASA DI KAPANEWON SEYEGAN, KABUPATEN SLEMAN, YOGYAKARTA

Abstract

Product development is an important effort for MSMEs to maintain their existence and increase sales. This study aims to analyze the product development of eel chips at Citra Rasa MSME in Kapanewon Seyegan, Sleman, Yogyakarta. Data were collected in October 2024 through field observations and interviews with MSME owners. The results showed that Citra Rasa MSME succeeded in developing its products through four aspects: (1) procurement of raw materials directly from eel farmers to ensure quality, (2) development of product formulations using quality spices such as ginger, turmeric, and coconut oil, (3) packaging innovation from PE/PP plastic to zippered metal standing pouch paper with halal logo, and (4) development of marketing systems through various distribution channels and digital platforms. This product development contributed to the survival of Citra Rasa MSME as the only eel chips producer still operating out of a total of 12 artisans in the area.