Analysis of Crispy Shrimp Product Development Case Study “Seafood Crispy Ibu Ros” In the East Coast Region of Pangandaran Regency

This study analyzes the development of crispy shrimp products in the micro, small and medium enterprise (MSME) “Seafood Crispy Ibu Ros” located on the East Coast of Pangandaran Regency. The study focuses on the evolution of the business over its 13 years of operation, exploring innovations in product packaging, development of production tools, and marketing strategies. The research method used is a descriptive case study, with data collection through direct observation and interviews with the business owner. The results show that this MSME has successfully made several significant developments, including changes to more informative packaging, increased production efficiency through the use of more modern oil draining equipment, and expansion of marketing strategies by utilizing social media and online marketplaces. These developments have contributed to an increase in the number of customers and expansion of the sales network, demonstrating the importance of continuous innovation in maintaining the competitiveness of MSMEs in the fishery product processing sector.