Entrepreneurial Value and Innovations for Sustainability: Study Case of Gurah Tea in Bantul Regency

Abstract

This study examines the sustainability challenges faced by Gurah Tea, a herbal tea produced by MSME located in Bantul Regency, Yogyakarta Special Region, Indonesia. Originally developed as an alternative to traditional nasal therapy, Gurah Tea has evolved into a widely consumed herbal drink with therapeutic benefits for conditions like asthma and sinusitis. Despite a stable production capacity of 40,000 boxes per month and certifications such as PIRT and Halal, the business faces significant hurdles. Key issues include lack of product innovation, limited marketing outreach, inconsistent product information, and inadequate financial and human resource management. The qualitative research method employed field observations, interviews, and documentation to gain a comprehensive understanding of these challenges. Marketing is constrained by the business's remote location and underutilization of digital platforms. Moreover, discrepancies in product claims and pricing suggest ethical concerns regarding transparency. The workforce is small and lacks technical skills needed for product diversification, while financial records are maintained manually without proper analysis. To address these issues, the study recommends strategic improvements in innovation, digital marketing, packaging, employee training, and ethical business practices. Emphasizing honesty and accurate product information is vital for consumer trust and long-term sustainability. Overall, the research highlights the critical need for holistic development to enhance MSME competitiveness