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This study examines the implementation and effectiveness of the domestic product affirmation (pdn) and local product policies in bangkalan regency. Despite the strong legal framework established by national regulations such as presidential regulation no. 12/2021 and presidential instruction no. 2/2022, the realization of these policies faces significant challenges at the local level. The research identifies critical barriers, including the mismatch between supply and demand, limited product certification, and inadequate capacity of local micro, small, and medium enterprises (msmes) to meet quality and compliance standards. Furthermore, the study reveals that the low awareness and commitment among procurement officials, combined with administrative delays and insufficient supervision, hamper the achievement of target procurement goals, such as allocating at least 40% of government expenditure to local and msme products. Data collected through interviews, participant observations, and document analysis highlight that strengthening local msmes’ capacity, improving product quality standards, facilitating certification processes, and fostering stakeholder collaboration are essential strategies for optimizing the policy’s impact. The findings suggest that a comprehensive, multidimensional approach involving capacity building, standardization, policy enforcement, and continuous monitoring is critical to realizing the full potential of pdn and local product affirmation policies. Ensuring an effective synergy among government agencies, industry players, and oversight institutions can significantly enhance local economic growth, promote regional self-reliance, and improve the welfare of the local community. This study underscores the importance of targeted interventions and supportive mechanisms to turn policy aspirations into tangible development outcomes in bangkalan and similar regions.

This study aims to describe the empowerment strategy of Micro, Small, and Medium Enterprises (MSMEs) implemented by the Kebab Kenzatha MSME operating in Bukittinggi City. The background of this study is based on the important role of MSMEs in driving the local economy, particularly in creating jobs, increasing community income, and strengthening the domestic economic structure. MSME empowerment is a vital strategy in ensuring the sustainability and competitiveness of small and medium enterprises amidst increasingly competitive market competition. There are various dimensions in MSME empowerment, such as strengthening the capacity of individual business actors, increasing access to markets, access to capital, utilization of technology, and adequate policy or institutional support. This study uses a descriptive qualitative approach. This method was chosen because it is considered most appropriate to comprehensively and objectively describe the various empowerment strategies that have been or are being implemented by MSME actors, particularly Kebab Kenzatha. Through observation and in-depth interviews with MSME owners, researchers obtained information about business activities and marketing strategies implemented. Based on the results of observations, it is known that the Kebab Kenzatha MSME is still managed independently by its owner without the involvement of employees or additional labor. This indicates that its organizational structure is still very simple. Meanwhile, in terms of marketing strategy, this MSME utilizes its closest social networks, such as friends of the business owner and students at Campus V of Padang State University (UNP), as its primary target market. This approach reflects a marketing strategy based on social relationships and word-of-mouth promotion, commonly employed by MSMEs with limited resources. Therefore, the empowerment of the Kebab Kenzatha MSME is still in its early stages and requires further support for optimal long-term development.