Strategi Bertahan UMKM Kue di Tengah Persaingan Kuliner Modern

The rapid growth of the modern culinary industry has created intense competition for Micro, Small, and Medium Enterprises (MSMEs), particularly traditional and home-based cake businesses. This situation requires cake MSMEs to adopt appropriate strategies in order to sustain their businesses. This study aims to analyze the survival strategies implemented by cake MSMEs amid modern culinary competition. The research employs a qualitative approach with a descriptive design. Data were collected through direct interviews with cake MSME owners, observation of business activities, and supporting documentation. The findings indicate that the survival strategies of cake MSMEs include maintaining product quality and taste consistency, implementing simple product innovations, utilizing social media as a promotional tool, and offering affordable prices to consumers. Despite facing challenges such as limited capital and promotional capacity, cake MSMEs are able to survive by relying on product quality and customer loyalty. This study is expected to contribute to the development of cake MSMEs in becoming more adaptive and competitive in the modern culinary era.