ANALISIS STRATEGI BISNIS UMKM DAPUR BENTO DI TANJUNG PINANG MENGGUNAKAN PESTEL, FIVE FORCES, DAN KEY SUCCESS FACTORS
Keywords:
Culinary MSMEs, PESTEL, Porter’s Five Forces, Key Success FactorsAbstract
This study aims to identify the factors that influence the development and success of the culinary business Dapur Bento in Tanjungpinang City. The research used a descriptive qualitative method with data collected through interviews and direct observations involving the owner, employees, and customers. The analysis was conducted using three approaches: PESTEL, Porter’s Five Forces, and Key Success Factors (KSF). The results show that economic and technological factors are the main challenges, such as the increase in raw material prices and the lack of digital promotion. However, from the social and environmental aspects, Dapur Bento has strengths in consistent taste, good service, and the use of eco-friendly packaging. Overall, the success of Dapur Bento is supported by product consistency, friendly service, and affordable pricing.Downloads
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