Entrepreneurship and Business Sustainability in Pottery MSMEs: Evidence from Lamongan Regency

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting local economic development and preserving traditional industries. Among these industries, pottery MSMEs in Lamongan Regency contribute not only to economic activities but also to the preservation of cultural heritage. However, increasing market competition, changing consumer preferences, limited marketing capabilities, and technological challenges have created obstacles to business sustainability. This study aims to explore the role of entrepreneurship in supporting the sustainability of pottery MSMEs in Lamongan Regency. A qualitative descriptive approach was employed, using semi-structured interviews, observations, and documentation as data collection techniques. Informants consisted of pottery MSME owners selected through purposive sampling. The data were analyzed using the interactive model of data condensation, data display, and conclusion drawing. The findings indicate that entrepreneurial practices such as product innovation, opportunity recognition, customer orientation, adaptability, and business networking play a significant role in sustaining pottery businesses. These practices enable entrepreneurs to overcome business challenges and maintain business continuity, customer retention, stable income generation, and gradual business growth. The study concludes that entrepreneurship serves as a key factor in enhancing the sustainability and competitiveness of pottery MSMEs in Lamongan. The findings provide practical implications for entrepreneurs, policymakers, and local government institutions in supporting the development of traditional craft industries.