Strategi Adaptasi UMKM Kuliner dalam Menghadapi Pertumbuhan Ekonomi yang Lemah di Kota Tebing Tinggi
DOI:
https://doi.org/10.70021/edp.v4i2.250Keywords:
Culinary MSMEs, Adaptation Strategies, Product Innovation, Digital Marketing, Weak Economic GrowthAbstract
This study aims to analyze the adaptation strategies implemented by culinary MSMEs in Tebing Tinggi City in responding to economic pressure. This research employs a qualitative approach with a case study method. Data were collected through in-depth interviews with MSME owners, field observations, and documentation related to operational and marketing activities. Data analysis was conducted using data reduction, data display, and conclusion drawing techniques. The findings reveal that the adaptation strategies adopted by culinary MSMEs consist of three main categories. First, operational adaptation is carried out through production cost efficiency, adjustment of operating hours, the use of alternative raw materials, and stricter inventory management. Second, product and service innovation is implemented through menu diversification, product simplification, packaging innovation, and improvement of service quality to attract and retain customers. Third, the application of digital marketing is used as a modern adaptation strategy, which includes the utilization of social media, WhatsApp Business, food delivery platforms, and consistent digital branding. These strategies have proven effective in maintaining business stability and sustaining sales turnover amid unstable economic conditions.
References
Daud, S. (2025). Analisis inovasi produk dan diversifikasi menu pada UMKM kuliner. YUME: Journal of Management.
Fajri, M. H. F. (2024). Keberlanjutan usaha kuliner: strategi kombinasi dalam mempertahankan usaha. Journal UM Surabaya.
Najib, M., et al. (2021). Business survival of small and medium-sized restaurants in Indonesia: The role of government support and innovation. Sustainability, 13(19), 10535. https://doi.org/10.3390/su131910535
Pramesti, T. J. (2023). Strategi kemitraan dalam pemberdayaan UMKM kuliner melalui program Jakpreneur.
Qumayroh, N. P. (2024). Kajian strategis UMKM kuliner di era modern. JRIME.
Romadia, R. (2025). Pengaruh inovasi produk terhadap peningkatan daya saing UMKM kuliner. Eksis Journal.
Sinurat, M. (2021). The culinary sector survival strategy to restore populist economy post-crisis.
Sino, H. W. (2025). Pengaruh digital marketing dan kualitas layanan terhadap penjualan UMKM kuliner. JEH Journal.
Chaffey, D. (2015). Digital marketing: Strategy, implementation and practice (6th ed.). Pearson Education.
Chandler, A. D. (1962). Strategy and structure: Chapters in the history of the industrial enterprise. MIT Press.
David, F. R. (2017). Strategic management: Concepts and cases (16th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (3rd ed.). Kogan Page.
Schumpeter, J. A. (1934). The theory of economic development. Harvard University Press.
Tidd, J., & Bessant, J. (2014). Managing innovation: Integrating technological, market and organizational change (5th ed.). Wiley.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Patton, M. Q. (2015). Qualitative research & evaluation methods (4th ed.). SAGE Publications.
Sugiyono. (2019). Metode penelitian kualitatif: Untuk penelitian yang bersifat eksploratif, enterpretif, interaktif dan konstruktif. Alfabeta.
