Value Creation through Fig Leaf Rengginang Innovation: A Business Development and Strategic Management Perspective

Abstract

Local food innovation creates economic value through traditional product transformation and local resource utilization. Fig leaf rengginang combines culinary heritage with product differentiation. However, its business viability remains underexplored, particularly regarding value propositions, customers, channels, partnerships, and revenue. This gap highlights its potential as a viable entrepreneurial opportunity that creates economic and social value. This study aims to examine the business potential of fig leaf rengginang and formulate a business development strategy based on value creation, community-based entrepreneurship, and market developments. This study uses a descriptive qualitative approach integrating the Business Model Canvas (BMC), internal and external analyses, and SWOT analysis. Data were collected through semi-structured interviews with two fig leaf rengginang business owners and one marketing expert, then analyzed to identify business components, internal factors, external factors, and development strategies. The findings indicate that developing fig leaf rengginang can be done through a community-oriented business model that involves local communities in production and marketing activities. The main value propositions include product quality, healthy snack positioning, product accessibility, and delivery services. Market access is supported by social media, marketplaces, direct customer networks, distributors, and resellers, targeting consumers within and outside Jember. SWOT analysis identifies product uniqueness, local resource utilization, and community involvement as key strengths, while digital marketing and growing interest in healthier food products represent major opportunities. Limited market reach, production capacity, and competition in the snack market remain key challenges. This study contributes to research on local food innovation and entrepreneurship by integrating traditional food diversification with community-based entrepreneurship and business model development.