STRATEGI BERTAHAN USAHA RITEL YANG BERADA DI SEKITAR INDOMARET DAN ALFAMART KOMBOS TIMUR

Abstract

This study aims to identify the strategies employed by retail businesses located in the vicinity of modern retail establishments. The research methodology employed is qualitative, involving interviews with UMKM (Micro, Small, and Medium Enterprises) owners around Alfamart and Indomaret stores in the Kombos Timur area. Data collection techniques include interviews, observations, and documentation. The findings reveal that the presence of modern retail businesses does not significantly impact the sales of most local stores. These stores have successfully survived by implementing strategies such as offering unique products unavailable in modern retail outlets, adjusting prices to meet the needs of local customers, operating 24 hours a day, and enhancing customer service. UMKM owners also express optimism about the future of their businesses and plan to further expand their operations. In conclusion, local retail stores exhibit remarkable resilience and possess the potential to thrive amidst competition with modern minimarkets, thanks to
effective strategies and adaptation to the needs of the local market. However, UMKMs often face various challenges, including financial, technological, and market constraints. This study recommends that the government and relevant institutions continue to support UMKMs through policies that facilitate access to essential resources and strengthen a conducive business ecosystem. Implementing the right strategies can help UMKMs grow and develop sustainably, thereby making a more significant contribution to the national economy.