Inovasi Birokrasi pada Dinas Koperasi dan Usaha Kecil dan Menengah Deli Serdang dalam Meningkatkan Pemasaran Produk UMKM

Abstract

Public service is the primary responsibility of the government in carrying out its bureaucracy, and the community has the right to receive quality services. Bureaucratic innovation is the key to improving the efficiency and quality of public services. In addition, bureaucratic innovation is also necessary to support Micro, Small, and Medium Enterprises (MSMEs). This research aims to examine how bureaucratic innovation carried out by the Department of Cooperatives and SMEs in Deli Serdang improves the marketing of MSME products. The government, both at the central and local levels, needs to collaborate in promoting bureaucratic innovation that integrates information technology. This will help MSMEs in Deli Serdang overcome economic challenges, such as those faced during the COVID-19 pandemic, and enable them to reach a broader market. Therefore, bureaucratic innovation efforts and collaboration between the government and MSMEs are key to improving the quality of public services and promoting local economic growth. This research was conducted using a qualitative approach. Data were collected through in-depth interviews and observations. The research results indicate that the bureaucratic innovations implemented by the Department of Cooperatives and SMEs have brought about positive changes in the marketing of MSME products in Deli Serdang Regency. One of the most important innovations is the establishment of "Deliserdangmall," an e-marketing platform that allows MSME entrepreneurs to promote and sell their products online. This platform has helped MSMEs reach a broader market, including the national and international markets.