ENHANCING COMMUNITY-BASED SMES THROUGH DATA ANALYTICS: A CASE STUDY ON JAY SNACK PRODUCT INNOVATION

Abstract

Small and Medium-sized Enterprises (SMEs) are crucial for fostering economic growth, generating employment, and promoting innovation, especially in economies that are developing.  Nonetheless, numerous SMEs continue to depend on conventional methods that hinder their potential to innovate and maintain competitiveness.  This study explores the influence of data analytics on enhancing product innovation for Jay Snack, a community-oriented SME in Tangerang Selatan, Indonesia.  The research employs a qualitative and interactive approach, incorporating workshops, mentorship, and international collaboration between BINUS Online Learning and La Trobe Business School.  The findings underscore how data-driven tactics empower SMEs to transcend intuition by utilizing sales records, customer feedback, and predictive technologies to enhance production, reduce waste, and forecast consumer trends.  The study shows how accessible digital tools and artificial intelligence can enable small and micro businesses to enhance decision-making, discover new market opportunities, and promote sustainable growth.  The Jay Snack instance highlights the pivotal function of higher education and applied research in preparing SMEs with the digital readiness and creative mindset necessary for accomplishment in constantly competitive industries.