This study explores the strategic development of Homemade Andayu Kuliner, a household-based micro-enterprise in Pamekasan Regency, Indonesia, as a case of rural entrepreneurship adaptation in the digital era. Using a qualitative descriptive approach, data were collected through interviews, observations, and documentation to analyze how integrated business strategies contributed to revenue growth and community impact. The findings reveal four main strategies: (1) product diversification that expanded consumer choices, (2) competitive yet affordable pricing aligned with rural purchasing power, (3) distribution through local agents and inter-regency networks, and (4) promotion that combined word-of-mouth with emerging digital platforms such as WhatsApp and Instagram. These strategies resulted in a significant increase in monthly revenue from IDR 2.25 million to IDR 14 million, alongside expanded production capacity and employment opportunities. Beyond economic benefits, the case highlights the social dimensions of resilient entrepreneurship, particularly the role of family labor, local networks, and digital adaptation in sustaining rural livelihoods. This research contributes to the literature on MSME strategy and social studies by demonstrating how household-based businesses can integrate traditional practices with digital marketing to strengthen competitiveness and community resilience in rural settings.
Gunawan et al. (Mon,) studied this question.