PERAN LOKASI DAN STRATEGI PENJUALAN DALAM MENSTABILKAN PENDAPATAN UMKM: STUDI KASUS RUMAH MAKAN PADANG
Abstract
Padang restaurants are one of the micro, small, and medium enterprises (MSMEs) offering a variety of typical Minangkabau cuisine from Padang, West Sumatra. In the capital city of Jakarta, there are many Padang restaurant MSMEs with tight competition and various sales methods. Each Padang restaurant has different incomes, depending on its sales strategy and competitiveness in the market. To compete and maintain its income, business owners must have an effective sales strategy. This study aims to understand how the location of the business, sales strategies, and income variations affect the performance of Padang restaurant businesses. The subject of this research is the Padang Restaurant Ampera Saiyo Tipar Cakung. Data collection methods were carried out through field research, direct observation, interviews with owners and employees, and collection of related business documents. The collected data were analyzed using a qualitative case study approach. The observation results show that at the location of Padang Restaurant Ampera Saiyo, there are also two other competitors. When one competitor is not operating, customers tend to switch to Ampera Saiyo restaurant, and vice versa. The problem often faced by Padang Restaurant Ampera Saiyo is income instability. The factors influencing this instability are competition among Padang restaurants. To overcome this challenge, one of the sales strategies applied is to utilize digital marketing, such as GoFood and GrabFood, to expand market reach and increase visibility of Padang Restaurant Ampera Saiyo among potential customers.
References
Cahayani, M. (2021). Analisis Keberadaan Go Food Dan Grab Food Terhadap Peningkatan Penjualan Usaha Kuliner Di Kelurahan Kekalik Jaya Kota Mataram. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 5(1), 90–103. https://doi.org/10.29408/jpek.v5i1.3333
Dwiastanti, A., & Mustapa, G. (2020). Pengaruh Karakteristik Wirausaha, Lingkungan Eksternal dan Strategi Bertahan Umkm dalam Menjaga Keberlangsungan Usaha di Musim Pandemi Covid 19. Business and Accounting Education Journal, 1(3), 228–240. https://doi.org/10.15294/baej.v1i3.42740
Farkhah, M. S., & Wibowo, J. M. (2023). Analisis Strategi Pemasaran pada Usaha Mikro dan Menengah pada Era Digital di Kota Probolinggo. JSMA (Jurnal Sains Manajemen Dan Akuntansi), 15(1), 104–115. https://doi.org/10.37151/jsma.v15i1.121
Habiburrahman, M. D., & Hamali, S. (2023). ANALISIS PEMILIHAN LOKASI RUMAH MAKAN PADANG MENGGUNAKAN ANALYTICAL HIERARCHY PROCESS. Jurnal Ekonomi Sakti, 12(2), 246–255. https://doi.org/http://dx.doi.org/10.36272/jes.v12i2.302
Ibad, I. (2019). Strategi Rasional Pelaku Umkm Kuliner Dalam Layanan Mitra Go Food (Studi Deskriptif Pada Pelaku Umkm Kuliner Ayam Geprek Di Kecamatan Gubeng Kota Surabaya) (Universitas Airlangga). Retrieved from https://repository.unair.ac.id/88010/
Luthfiana, F. N., & Thania, N. A. I. (2023). Mengoptimalkan Kinerja Bisnis Es Teh Milenial Melalui Pendekatan Ekonomi Manajerial. BRANDING: Jurnal Ilmiah Manajemen Dan Bisnis, 2(1), 1–5.
Nainggolan, H. Y., & Malik, A. (2022). Analisis Strategi Pemasaran Usaha Mikro Kecil dan Menengah Rumah Makan Padang di Desa Patumbak Kampung Kecamatan Patumbak Sumatera Utara. Jurnal Bisnis, Manajemen, Dan Akuntansi, 9(1), 1–8. https://doi.org/10.54131/jbma.v9i1.131
Nugraha, R. N., & Jerubun, E. (2024). Peningkatan Kualitas Fasilitas Wisata Di Schmutzer Ragunan Sebagai Upaya Untuk Meningkatkan Kepuasan Pengunjung Rizki. Jurnal Ilmiah Wahana Pendidikan, 10(5), 262–296. https://doi.org/https://doi.org/10.5281/zenodo.10525541
Nurmala, N., Sinari, T., Lilianti, E., Jusmany, J., Emilda, E., Arifin, A., & Novalia, N. (2022). Usaha Kuliner Sebagai Penggerak Umkm Pada Masa Pandemi Covid 19. AKM: Aksi Kepada Masyarakat, 3(1), 65–74. https://doi.org/10.36908/akm.v3i1.458
Pemerintah Pusat, I. Undang-undang (UU) Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah. , Pub. L. No. 20 (2008).
Ragasya, A. (2022). ANALISIS PENGARUH KUALITAS PRODUK, HARGA, LOKASI DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA RUMAH MAKAN PADANG SALERO ENAK DI SURABAYA. Jurnal Mitra Manajemen (JMM Online), 6(6), 347–361. Retrieved from http://e-jurnalmitramanajemen.com/index.php/jmm/article/view/125/69
Rahayu, S. B., Widodo, S., & Binawati, E. (2019). Pengaruh akuntabilitas dan transparansi lembaga zakat terhadap tingkat kepercayaan muzakki (Studi Kasus pada Lembaga Amil Zakat Masjid Jogokariyan Yogyakarta). Journal of Business and Information Systems, 1(2), 103–114. https://doi.org/10.36067/jbis.v1i2.26
Rusandi, R., & Rusli, M. (2021). Merancang Penelitian Kualitatif Dasar/Deskriptif dan Studi Kasus. Al-Ubudiyah: Jurnal Pendidikan Dan Studi Islam, 2(1), 48–60. https://doi.org/10.55623/au.v2i1.18
Simarmata, K., Elindra, R., & Siregar, E. Y. (2021). Analisis Penggunaan Media Pembelajaran Power Point Dalam Pembelajaran Daring Pada Masa Pandemi Covid-19. JURNAL MathEdu (Mathematic Education Journal), 4(2), 224–230. https://doi.org/10.37081/mathedu.v4i2.2684
Solihat, M., & Sandika, D. (2022). E-commerce di Industri 4.0. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(2), 273–281. https://doi.org/10.32812/jibeka.v16i2.967
Syam, S., Nurachmah, A. E., & Utami, D. G. (2023). Rancangan Strategi Pemasaran Usaha Mikro, Kecil, dan Menengah (UMKM) Biah Hijab. Jurnal Mirai Managementai Management, 8(1), 254–266. https://doi.org/10.35446/dayasaing.v3i2.106
Yanti, W. I. P. (2019). Pengaruh Inklusi Keuangan Dan Literasi Keuangan Terhadap Kinerja Umkm Di Kecamatan Moyo Utara. Jurnal Manajemen Dan Bisnis, 2(1). https://doi.org/10.37673/jmb.v2i1.305
Copyright (c) 2024 Natasya Angelicia, Indah Rahmawati, Ade Karsari Zulmi Hendri, Randy Kahaikal, Johan Hendri Prasetyo
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
