Strategi UMKM Sektor Usaha Minuman Mencapai Keunggulan Bersaing (Studi Pada Umkm Es Teh di Kecamatan Bojong - Pekalongan)

Narendra Bayu Putra, Indarto Indarto, Paulus Wardoyo

Abstract


Ada berbagai aspek yang harus diperhitungkan ketika mengembangkan strategi, salah satunya menilai lingkungan eksternal usaha adalah salah satu pilar perumusan strategi yang sukses. Penelitian ini merupakan studi mengenai “Strategi UMKM Sektor Usaha Minuman Mencapai Keunggulan Bersaing”. Studi dilakukan pada Usaha Es Teh di kecamatan Bojong Kabupaten Pekalongan dengan berlandaskan teori Resource Base View (RBV) yaitu mengoptimalkan sumber daya yang dimiliki dibandingkan dengan para pesaing untuk mencapai keunggulan bersaing. Penelitian dengan pendekatan kualitatif dan teknik pengumpulann data dilakukan melalui wawancara mendalam, observasi dan dokumentasi. Teknik analisa data meliputi reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa untuk mencapai keunggulan bersaing pelaku usaha perlu menyusun rencana melalui analisa pasar yang dilakukan sebelum melakukan usaha dan saat mengimplementasikan strategi yang telah di buat pelaku usaha perlu memperhatikan faktor-faktor kunci yang mempengaruhi antara lain sumber modal usaha, sumber daya manusia, pemasaran dan kepuasan pelanggan.

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DOI: https://doi.org/10.37531/sejaman.v7i1.7202

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