Analisis Strategi Bersaing UMKM La Pizza Burger di Tanjungpinang Menggunakan Pendekatan PESTEL, Porter’s Five Forces, dan Key Success Factors
Keywords:
UMKM, Strategi Bersaing, PESTEL, Porter’s Five Forces, Key Success FactorsAbstract
Penelitian ini bertujuan untuk menganalisis strategi bersaing UMKM La Pizza Burger di Tanjungpinang menggunakan pendekatan PESTEL, Porter’s Five Forces, dan Key Success Factors (KSF). Metode penelitian yang digunakan adalah deskriptif kualitatif dengan teknik wawancara, observasi, dan studi literatur. Hasil penelitian menunjukkan bahwa faktor ekonomi dan hukum menjadi tantangan utama, sedangkan faktor sosial dan teknologi memberikan peluang pengembangan usaha. Analisis Porter’s Five Forces mengindikasikan persaingan yang ketat dengan ancaman tinggi dari pendatang baru dan produk substitusi. Faktor keberhasilan utama La Pizza Burger meliputi kualitas produk homemade, inovasi menu, fleksibilitas harga dan promosi, serta pelayanan yang konsisten. Secara keseluruhan, La Pizza Burger mampu mempertahankan daya saing melalui strategi diferensiasi produk dan penguatan hubungan pelanggan.
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