Analisis Pengambilan Keputusan Dalam Menghadapi Kendala Operasional Pada UMKM Soto Mie Asli Bogor Berdasarkan Studi Dokumentasi Digital

Risa Haerunisa; Dina Eka Putri; Emil Kamelia Sinta; Siti Aisya

doi:10.53697/emba.v5i2.3878

Authors

Risa Haerunisa Universitas Buana Perjuangan Karawang
Dina Eka Putri Universitas Buana Perjuangan Karawang
Emil Kamelia Sinta Universitas Buana Perjuangan Karawang
Siti Aisya Universitas Buana Perjuangan Karawang

DOI:

https://doi.org/10.53697/emba.v5i2.3878

Keywords:

Pengambilan Keputusan, UMKM, Soto Mie Bogor, Studi Dokumentasi Digital, Kendala Operasional

Abstract

Penelitian ini menganalisis pola pengambilan keputusan pemilik UMKM Soto Mie Asli Bogor dalam menghadapi kendala operasional. Metode penelitian menggunakan kualitatif deskriptif melalui pendekatan studi dokumentasi digital (netnografi) pada ulasan pelanggan dan data operasional daring. Hasil penelitian menunjukkan bahwa pengambilan keputusan pemilik cenderung bersifat taktis jangka pendek (survival mode). Temuan spesifik meliputi: (1) Aspek SDM mempertahankan pola rekrutmen kekeluargaan demi efisiensi biaya meski layanan menjadi tidak konsisten; (2) Aspek Modal mengandalkan perputaran kas harian tanpa pemisahan aset pribadi akibat penghindaran risiko hutang; (3) Aspek Bahan Baku menerapkan strategi pengurangan porsi (downsizing) alih-alih menaikkan harga saat bahan baku mahal; dan (4) Aspek Pemasaran masih pasif dengan adopsi teknologi yang terbatas pada pendaftaran platform tanpa pengelolaan konten aktif. Implikasi penelitian menyarankan perlunya standardisasi operasional dan digitalisasi pembukuan untuk meningkatkan daya saing usaha.

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