STRATEGI BERTAHAN UMKM OLEH-OLEH DALAM MENGHADAPI DISRUPSI DIGITAL PASAR: STUDI KASUS MULTI-SITUS DI KOTA MADIUN
DOI:
https://doi.org/10.15575/jb.v5i2.59491Keywords:
Strategi Bertahan, UMKM Oleh-Oleh, Digitalisasi Pasar, Studi Kasus Multi-Situs, Daya Saing.Abstract
Penelitian ini bertujuan untuk menganalisis dan merumuskan strategi bertahan hidup Usaha Mikro, Kecil, dan Menengah (UMKM) oleh-oleh tradisional dalam menghadapi gempuran digitalisasi pasar di kota sekunder. Penelitian ini menggunakan pendekatan kualitatif dengan desain studi kasus multi-situs (multi-site case study) pada tiga UMKM kuliner legendaris di Kota Madiun dengan karakteristik daya tahan produk yang berbeda, yaitu Brem Mirasa, Sambel Pecel Yu Gembrot, dan Bluder Cokro. Data dikumpulkan melalui wawancara mendalam, observasi partisipatif, serta analisis dokumen, kemudian dianalisis menggunakan teknik within-case dan cross-case analysis. Hasil penelitian mengidentifikasi tiga tipologi strategi bertahan berjenjang: (1) Traditional Survival yang bersifat defensif dan berfokus pada kekuatan gerai fisik, (2) Network-Based Survival yang responsif melalui optimalisasi media sosial dan jaringan kurir lokal, serta (3) Digital-Driven Survival yang ofensif melalui integrasi omnichannel total dan efisiensi rantai pasok digital. Keberhasilan transformasi digital ditentukan oleh interaksi antara pola pikir kepemimpinan transformasional, literasi digital staf, dan kesiapan modal internal. Penelitian ini menyimpulkan bahwa teknologi digital mampu mendongkrak daya saing dan kinerja bisnis secara berkelanjutan hanya jika diintegrasikan secara utuh ke dalam arsitektur operasional perusahaan.kata
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