Creativity And Innovation In A Local Bakery Business: A Qualitative Case Study Of Roti And Brownies Daeng

Rismawati Natsir; Sultan  Baa; Khilqy Salsabila; Awalia Haqqiya Bella; Dwi Nur Aqidah

doi:10.63922/ijeter.v4i04.6727

Rismawati Natsir English Education at Universitas Negeri Makassar, Indonesia
Sultan Baa English Education at Universitas Negeri Makassar, Indonesia
Khilqy Salsabila English Education at Universitas Negeri Makassar, Indonesia
Awalia Haqqiya Bella English Education at Universitas Negeri Makassar, Indonesia
Dwi Nur Aqidah English Education at Universitas Negeri Makassar, Indonesia

DOI: https://doi.org/10.63922/ijeter.v4i04.6727

Keywords: Entrepreneurial creativity, Innovation practices, Digital marketing, Business adaptation, Bakery enterprise, Qualitative case study.

Abstract

Entrepreneurial creativity and innovation are important practices for local businesses to respond to changing consumer preferences and market conditions. This study aims to explore the implementation of creativity, innovation practices, digital marketing activities, and business adaptation in Roti & Brownies Daeng, a local bakery enterprise in Makassar, Indonesia. This research employed a qualitative exploratory case study approach. Data were collected through semi-structured interviews, direct observation, and documentation. The main informant was the Human Resources Manager of Roti & Brownies Daeng, who provided information regarding business operations, product development, marketing practices, and adaptation processes. The data were analyzed using thematic analysis based on Braun and Clarke’s framework.The findings identified four main themes: cultural-based product innovation practices, market-oriented product development, digital marketing practices, and business adaptation during external challenges. The study shows that Roti & Brownies Daeng implements creativity by integrating local cultural elements into bakery products, developing products based on consumer trends, utilizing digital platforms for marketing and distribution, and adjusting business practices in response to changing conditions. This study provides insights into how a local bakery enterprise implements creativity, innovation, and adaptation practices within its business context. The findings contribute to entrepreneurship studies by highlighting the process of innovation implementation in culinary enterprises and provide practical insights for businesses seeking to develop products, marketing activities, and adaptive strategies.

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