STRATEGI USAHA ONLINE CAKE TAR IBU EKA DALAM MENGHADAPI KOMPETITOR DI KECAMATAN MASAMBA KABUPATEN LUWU UTARA

YULMA, RAMADANA (2024) STRATEGI USAHA ONLINE CAKE TAR IBU EKA DALAM MENGHADAPI KOMPETITOR DI KECAMATAN MASAMBA KABUPATEN LUWU UTARA. Other thesis, Institut Agama Islam Negeri palopo.

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Abstract

ABSTRAK
Ramadana Yulma, 2024. “Strategi Usaha Online Cake Tar Ibu Eka dalam
Menghadapi Kompetitor di Kecamatan Masamba Kabupaten
Luwu Utara”. Skripsi Program Studi Manajemen Bisnis
Syariah Fakultas Ekonomi dan Bisnis Islam Institut Agama
Islam Negeri Palopo. Dibimbing Oleh Dr. Fasiha, S.E.I.,
M.E.I.
Skripsi ini membahas tentang strategi Usaha Online Cake Tar Ibu Eka dalam
menghadapi kompetitor. Penelitian ini bertujuan untuk mengetahui strategi yang
dugunakan oleh Usaha Online Cake Tar Ibu Eka dalam menghadapi kompetitor dan
apa saja peluang dan ancaman Usaha Online Cake Tar Ibu Eka dalam upaya
meningkatkan daya saing. Jenis penelitian ini menggunakan kualitatif pendekatan
deskriptif dengan model strategi generik porter dan five forces porter dalam
menentukan strategi dan keunggulan kompetitifnya. Sumber datanya berasal dari
Ibu Eka selaku pemilik usaha online cake tar dan customer Ibu Eka, datanya
diperoleh dengan wawancara terstruktur, observasi dan dokumentasi. Hasil
penelitian ini menunjukkan bahwa: (1) Usaha Online Cake Tar Ibu Eka
menggunakan strategi fokus dengan strategi diferensiasi, (2) Berdasarkan hasil
analisis five forces porter ancaman Usaha Online Cake Tar Ibu Eka terletak pada
produk pengganti yang bisa datang kapan saja seiring berjalannya waktu. Walau
demikian Usaha Online Cake Tar Ibu Eka memiliki peluang dapat unggul dalam
persaingan usahanya dengan kekuatan yang berasal dari strategi yang diterapkan.
Strategi yang diterapkan adalah fokus terhadap perkembangan cake tarnya,
meningkatkan kualitas cake tar baik dari segi rasa maupun model cake tarnya dan
diferensiasi yang terletak pada cake tar menggunakan brownies, penggunaan
whipping cream tidak terlalu tebal sehingga cake tar tidak bikin enek saat dimakan,
cake tar tidak dimasukkan kedalam kulkas Ibu Eka membuat cake tar beberapa jam
sebelum diserahkan kekonsumen sehingga rasa cake tar segar, serta Ibu Eka selalu
memperbaharui model cake tarnya mengikuti trend pada zamannya.
Kata Kunci: Strategi Bersaing, Strategi Generik Porter, Five Forces Porter, Usaha
Online Cake Tar Ibu Eka
xxiv
ABSTRACT
Ramadana Yulma, 2024. "Ibu Eka's Cake Tar Online Business Strategy in Facing
Competitors in Masamba District, North Luwu Regency".
Thesis of the Sharia Business Management Study Program,
Faculty of Economics and Islamic Business, Palopo State
Islamic Religious Institute. Supervised by Dr. Fasiha, S.E.I.,
M.E.I.
This thesis discusses Mrs. Eka's Cake Tar Online Business strategy in dealing with
competitors. This research aims to find out the strategies used by the Ibu Eka Cake
Tar Online Business in facing competitors and what are the opportunities and
threats of the Ibu Eka Cake Tar Online Business in an effort to increase
competitiveness. This type of research uses a qualitative descriptive approach with
the generic porter strategy model and the five forces porter in determining its
strategy and competitive advantage. The source of the data comes from Mrs. Eka
as the owner of the online cake tar business and Mrs. Eka's customer, the data is
obtained through structured interviews, observations and documentation. The
results of this study show that: (1) Ibu Eka's Cake Tar Online Business uses a focus
strategy with a differentiation strategy, (2) Based on the results of the analysis of
the five forces porter, the threat of Ibu Eka's Online Cake Tar Business lies in
substitute products that can come at any time as time goes by. However, Ibu Eka's
Cake Tar Online Business has the opportunity to excel in her business competition
with the strength that comes from the strategy applied. The strategy implemented is
to focus on the development of the cake tar, improve the quality of the cake tar both
in terms of taste and the model of the cake tar and the differentiation lies in the
cake tar using brownies, the use of whipping cream is not too thick so that the cake
tar does not make it cool when eaten, cake Tar is not put in the refrigerator Mrs.
Eka makes cake tars a few hours before being handed over to consumers so that the
taste of cake tars is fresh, and Mrs. Eka always updates her cake tar models
following the trends of her time.
Keywords: Competitive Strategy, Porter's Generic Strategy, Porter's Five Forces,
Mrs. Eka's Cake Tar Online Business

Item Type:	Thesis (Other)
Subjects:	600 Teknologi, Ilmu Terapan > 650 Bisnis
Divisions:	Fakultas Ekonomi Bisnis Islam > Program Studi S-1 Manajemen Bisnis Syariah
Depositing User:	Unnamed user with email hajrahikhlas@gmail.com
Date Deposited:	10 Jul 2024 00:19
Last Modified:	10 Jul 2024 00:19
URI:	http://repository.iainpalopo.ac.id/id/eprint/9028

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