INNOVATION ANALYSIS IN DETERMINING MARKET POTENTIAL IN DEVELOPING MSMEs BUSINESS STRATEGIES USING SMALL CONTAINER BOOTHS IN PENAJAM PASER UTARA

In Indonesia, Micro, Small and Medium Enterprises (MSMEs) are an asset that suppressor economicdevelopment in Indonesia. The existence of MSMEs can help increase the income of lower middle classpeople. The aim of this research is to analyze the innovation ef orts carried out by MSME actors in looking at aspects of market potential, as well as implementing management strategies to develop businesses for MSME actors in the North Penajam Paser Region. In this research the method used is a descriptive qualitative method where the data is processed systematically. real from the results of observations, interviews, and journals, books, documents. From the research that has been carried out, the results of innovations designed by MSME players can significantly increase income from market potential as well as increase employmentopportunities and advance the economy.