STRATEGIC ANALYSIS OF THE DEVELOPMENT OF UMKM "SEBLAK SELLING" IN IMPROVING COMPETITIVENESS IN THE DIGITAL ERA

ANALISIS STRATEGI PENGEMBANGAN UMKM “JUALAN SEBLAK” DALAM MENINGKATKAN DAYA SAING DI ERA DIGITAL

Authors

  • Kayla Alfia Azzaidi Nst universitas islam negeri sumatera utara
  • Tisragil Aprillia universitas islam negeri sumatera utara
  • Zainarti Zainarti universitas islam negeri sumatera utara

DOI:

https://doi.org/10.61722/jiem.v3i12.7829

Keywords:

Keywords: MSMEs, Seblak, Development Strategies, Digitalisation, Competitiveness, Observation.

Abstract

Abstrak. This research aims to analyse the development strategy of MSMEs "Selling Seblak" in facing competition in the digital era. Digitalisation requires MSMEs to be able to utilise social media, online ordering platforms, and product innovations in order to maintain and increase competitiveness. This research uses a qualitative descriptive method through observation, light interviews with business actors, and literature studies. The research results show that the main effective strategies include the utilisation of digital marketing, improving product quality and variety, optimising customer service, and the use of delivery applications such as GoFood and GrabFood. The implementation of this strategy is proven to increase business visibility, expand market reach, and increase the number of customers. Thus, the utilisation of digital technology becomes an important factor in the development of MSMEs to remain competitive in the increasingly dynamic culinary market.

 

References

Bangsa, p. (2024). Strategi pengembangan umkm di era digital menggunakan pendekatan delphi. 5(4), 116–127.

Bindarto. (n.d.). Strategi pengembangan umkm dengan memanfaatkan peluang ekonomi digital untuk mendukung pemulihan ekonomi.

Husna, f. M., bintang, r., permadi, b., & anggraini, y. (2023). Pengembangan umkm melalui inovasi produk dan digital marketing di desa aras kec . Air putih kab . Batubara. 3(2), 414–419.

Istikharoh, l., aditia, y., pertiwi, n., rahmawati, m., & firdaus, d. (2025). Peran digital marketing dalam meningkatkan daya saing umkm kuliner pada yohana kitchen jakarta. Jurnal manajemen dan akuntans, 5, 1008–1017.

Khoirul anam, s. Y. Y. (2024). Analisis pengembangan umkm dalam implementasi e-commerce untuk meningkatkan daya saing di era digital. 11(1), 96–107. Https://doi.org/10.37817/jurnalmanajemen.v11i1

Manurung, m., & putri, j. (2024). Peran marketplace dalam meningkatkan akses pemasaran umkm di indonesia. Ab-joice : al-bahjah journal of islamic economics, 2(2), 74–81. Https://doi.org/10.61553/abjoiec.v2i02.249

Mardiah, a., putri, n. R., & sono, m. G. (2024). Strategi pemasaran digital untuk umkm di era digital. 5(11), 5464–5474.

Mihani, t. R. H. (2020). Strategi pengembangan usaha mikro , kecil dan dalam meningkatkan penjualan. 2, 111–122.

Novita, d., lina, l. F., & permatasari, b. (n.d.). Digital marketing : strategi keberlanjutan umkm di era digital.

Priyono, t., irwansyah, i., widyawan, b., sudinta, h., sari, m. P., satrio, v., hendrarso, p., fantini, e., & chairani, r. (2021). Umkm naik kelas : strategi & aplikasinya.

Downloads

Published

2025-12-19

Issue

Vol. 3 No. 12 (2025): Desember

Section

Articles

License

Copyright (c) 2025 JURNAL ILMIAH EKONOMI DAN MANAJEMEN

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.