Development of MSMEs Potential Based on Pineapple Raw Materials in Prabumulih City

Micro, small, and medium enterprises (MSMEs) play a crucial role in supporting the economy. However, MSMEs still face several challenges, such as limitations in human resources, access to capital, technological knowledge, as well as marketing and infrastructure issues. In Prabumulih City, South Sumatra, MSMEs are developing rapidly across various sectors, including fashion, food, beverages, and handicrafts. Nevertheless, the lack of organization in MSME data in Prabumulih poses an obstacle to maximizing its potential, particularly concerning pineapples. Therefore, this research aims to elucidate and examine the development of MSME potential based on pineapple products in Prabumulih City. The methodology employed in this study is descriptive qualitative. The research findings indicate that the development of MSMEs based on local products such as pineapples should be a primary focus for the Prabumulih City government. Various innovations, such as tutilizing pineapple fibers and product diversification based on pineapples, have been implemented to enhance competitiveness in both local and national markets. However, challenges related to MSME data management and the use of marketing technology remains underutilized or insufficiently adopted. Consequently, the integration of MSME data and further support in the application of digital technology are essential to strengthen the position of MSMEs in the market.