Kerangka Penyusunan Strategi Bertahan Dan Berkembang UMK Gerai Makanan Dan Minuman Berbasis Bisnis Analitik

Saraswati, Immaculata Diana (2024) Kerangka Penyusunan Strategi Bertahan Dan Berkembang UMK Gerai Makanan Dan Minuman Berbasis Bisnis Analitik. S2 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

The food and beverage industry in Indonesia experienced a decline in growth by - 6.88% in 2020 due to the COVID-19 pandemic and global crisis. The impact was felt by large companies to micro-industries, facing challenges such as lack of capital, marketing difficulties, intense competition, raw material shortages, limited skills, and an unsupportive business climate. While UMK (Micro and Small Enterprises) in the food and beverage sector have a high growth rate, most have a lifespan of less than two years. Tailored business strategies are needed, with data analysis, particularly customer insights, being the key formulation. Implementing business analytics at the UMK level can be difficult and expensive, necessitating a simple and cost-effective analytical business model. The initial steps in developing an analytical business model for UMK in the food and beverage sector involve field studies to observe local conditions and literature reviews. Data collection is then performed by scraping data using tools like Octoparse and web scrapers. The collected data is processed using text mining methods in R Studio. Text mining involves data cleaning and extracting keywords based on the most frequent reviews, categorized under the 7P framework, to identify factors influencing customer satisfaction with UMK in the food and beverage sector. The research steps, with the addition of using simple sentiment analysis, form the basis for developing a simple business analytics model for UMK food and beverage stalls. In UMK food stalls, reliability testing using Cronbach's alpha shows reliable questionnaires, with the highest score in "promotion" (121) and the lowest in "packaging" (80). In UMK beverage stalls, questionnaire reliability is also high, with the highest score in "consistency" (149) and the lowest in "toilet" (71). Respondents' conclusions for UMK food stalls are that "promotion" is the most critical factor, while for UMK beverage stalls, "consistency" is considered the most vital in managing the business. This application is only applicable to certain UMK food or beverage stalls. The offered strategies may differ for each implementation, tailored to the unique characteristics and goals of the UMK. This framework aims to facilitate the use of business analytics in decision-making simply based on available resources. For example, an improvement in online platform ratings occurred after UMK beverage stall Y implemented strategies based on the results of this simple business analytics analysis.

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