Analisis Pengambilan Keputusan Dalam Kendala Di UMKM Kasetrusak
Keywords:
Pengambilan Keputusan, Inovasi Produk, Pemasaran Offline, UMKM, Segmentasi PasarAbstract
Tujuan dari penelitian ini adalah untuk melihat bagaimana proses pengambilan keputusan menangani tantangan pemasaran pada UMKM Kasetrusak yang bergerak di bidang fashion di Karawang. Keterbatasan inovasi produk adalah masalah utama yang dihadapi UMKM ini, yang berdampak pada segmentasi pasar yang sempit dan strategi pemasaran offline yang tidak efektif. Penelitian ini dilakukan melalui pendekatan deskriptif kualitatif dengan pendekatan observatif. Dengan kepala toko outlet Kasetrusak sebagai informan utama, pengumpulan data dilakukan melalui wawancara terstruktur dan observasi langsung. Penelitian menunjukkan bahwa keputusan pemasaran UMKM Kasetrusak cenderung pragmatis dan berbasis pengalaman, dengan fokus pada optimalisasi strategi pemasaran seperti partisipasi dalam bazar dan pemanfaatan media sosial. Keputusan ini terbukti efektif dalam menjaga stabilitas penjualan dalam jangka pendek, tetapi belum mampu mengatasi masalah utama, yaitu kurangnya variasi produk. Hasil penelitian ini menunjukkan bahwa selain intensitas promosi, keberhasilan pemasaran juga ditentukan oleh inovasi produk yang berkelanjutan. Untuk memperluas segmentasi pasar dan meningkatkan daya saing UMKM Kasetrusak dalam jangka panjang, penelitian ini menunjukkan bahwa inovasi produk harus dikembangkan.
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