STRATEGI PENGEMBANGAN UMKM MIE AYAM: PENDEKATAN SOAR & QSPM

Authors

  • Moh. Ainul Fais Universitas WR Supratman https://orcid.org/0000-0002-0041-8007
  • Nyoman Sri Widari Universitas Katolik Dharma Cendika Surabaya
  • Deviyanti I Gusti Ayu Sri Institut Sains & Teknologi Terpadu Surabaya
  • Wiwik Prihartanti Universitas W R Supratman Surabaya
  • Agus Rasmito Universitas W R Supratman Surabaya

DOI:

https://doi.org/10.51804/jiso.v8i1.43-48

Keywords:

Competitive Advantage, SOAR Analysis, Strategic Planning, QSPM, UMKM Development

Abstract

ABSTRAK
Penelitian ini mengembangkan strategi pertumbuhan UMKM Pangsit Mie Ayam SMADASA di Surabaya Timur dengan menggunakan metode SOAR dan QSPM. Hasil analisis menunjukkan bahwa kekuatan utama terletak pada harga yang terjangkau (skor 0,65) dan lokasi yang strategis (skor 0,65), sedangkan peluang terbesar adalah peningkatan kepuasan pelanggan (skor 0,68). Evaluasi QSPM mengungkapkan diversifikasi menu sebagai strategi prioritas (TAS=2,48), diikuti oleh kolaborasi event (TAS=1,95). Rekomendasi implementasi meliputi: (1) Pengenalan 2 varian menu baru per kuartal, (2) Kemitraan dengan event sekolah, dan (3) Pelatihan karyawan berbasis layanan pelanggan. Penelitian ini dibatasi pada 30 responden, sehingga generalisasi hasil perlu dilakukan secara hati-hati.

ABSTRACT
This study develops the growth strategy of Pangsit Mie Ayam SMADASA UMKM in East Surabaya using the SOAR and QSPM methods. The results of the analysis indicate that the main strengths lie in affordable prices (score 0.65) and strategic location (score 0.65), while the biggest opportunity is to increase customer satisfaction (score 0.68). QSPM evaluation reveals that menu diversification is a priority strategy (TAS = 2.48), followed by event collaboration (TAS = 1.95). Implementation recommendations include: (1) Introduction of 2 new menu variants per quarter, (2) Partnership with school events, and (3) Customer service-based employee training. This study is limited to 30 respondents, so the generalization of the results needs to be made carefully.

References

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Published

2025-06-18

Issue

Vol. 8 No. 1 (2025): Juni 2025 (on progress)

Section

Articles

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