Abstract

Objective: This study aims to explore the entrepreneurial practices of Cemal Snack, a business specializing in Chicken Fried Dumplings in Mataram City. It focuses on marketing, production, financial management, and human resources.Methods: Utilizing a qualitative research approach, the study analyzes non-numerical data to provide deep insights into the business operations and strategies. Data were collected through interviews, observations, and document analysis, ensuring a comprehensive understanding of the company’s practices.Results: The findings reveal that Cemal Snack effectively differentiates its products through quality assurance, using fresh ingredients without preservatives. The marketing strategy leverages social media and direct outreach, contributing to strong brand recognition. Financially, the business maintains sustainability through strategic pricing and efficient cost management, ensuring profitability.Novelty: This research highlights the integration of health-conscious ingredients in traditional snacks, catering to modern consumer preferences. The emphasis on local sourcing and innovative marketing approaches provides valuable insights into successful entrepreneurship in regional markets.Implications of the Research: The study offers practical implications for entrepreneurs, emphasizing the importance of product differentiation, consumer engagement, and operational efficiency. The findings can guide similar businesses in developing strategies that align with consumer demands and market trends, fostering sustainable growth and competitive advantage.

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