PERAN BUMDES DAN KOPERASI DALAM MEMPERLUAS PEMASARAN KULINER KHAS GUNUNG KIDUL

Abstrak

This study aims to analyze the role of Village-Owned Enterprises (BUMDes) and cooperatives in expanding the marketing of traditional culinary products in Gunungkidul Regency. The research employed a quantitative approach with an explanatory survey method involving 54 respondents consisting of BUMDes managers and cooperative administrators engaged in supporting local culinary businesses. Data were analyzed using multiple linear regression with SPSS 26.0 software. The results show that the role of BUMDes has a positive and significant effect on traditional culinary marketing (β = 0.421; p = 0.000), as does the role of cooperatives (β = 0.367; p = 0.001). Simultaneously, both variables significantly influence the expansion of traditional culinary marketing in Gunungkidul (F = 42.561; Sig = 0.000) with a determination coefficient (R²) of 0.586. These findings indicate that institutional synergy between BUMDes and cooperatives enhances distribution effectiveness, broadens market reach, and strengthens the regional culinary brand image.This research provides theoretical implications for the development of the Resource-Based View (RBV) and Collaborative Advantage theories in the context of rural economics, as well as practical implications for local governments, BUMDes, and cooperatives in building a sustainable and digitally driven culinary marketing ecosystem.