Analisis Pengembangan UMKM Broshan: Studi Kasus Usaha Kopi Keliling di Tangerang
DOI:
https://doi.org/10.47134/pjpp.v2i4.4220Keywords:
UMKM, Kopi Keliling, Pemasaran Digital, Lokasi Usaha, Studi KasusAbstract
Penelitian ini bertujuan untuk menganalisis tantangan yang dihadapi oleh usaha kopi keliling Starling Broshan dan merumuskan strategi pengembangan dengan menggunakan pendekatan studi kasus kualitatif. Data dikumpulkan melalui observasi, wawancara, dan dokumentasi. Temuan menunjukkan bahwa keterbatasan dalam pemasaran digital serta komunikasi lokasi berjualan yang tidak konsisten menyebabkan rendahnya loyalitas pelanggan dan terbatasnya perluasan pasar. Penelitian ini merekomendasikan pengelolaan media sosial yang lebih terstruktur serta penerapan jadwal lokasi berjualan yang dikomunikasikan secara rutin. Perbaikan ini diharapkan dapat meningkatkan visibilitas, kepercayaan pelanggan, dan daya saing Starling Broshan dalam sektor usaha mikro keliling yang terus berkembang
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Copyright (c) 2025 Alvey Davelino, Daniel Axel Gerrits, Muhammad Thio Faza Saidina, Budi Setiawan, Johann W.H. Prawiro
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