Analisis Pengambilan Keputusan Dalam Kendala UMKM: Studi Kasus Pada Millenial Wrap Chicken

Abstract

This study aims to analyze the decision-making process in addressing the challenges faced by MSMEs, with a case study on Millenial Wrap Chicken. The research method used is qualitative analysis, employing data collection techniques such as in-depth interviews with the business owner and document analysis. The results of the study show that the main challenges faced include workforce management, capital management, raw material management, and marketing strategies. Workforce management is a major challenge due to the lack of skilled labor. Furthermore, limited capital hinders business development, including investment in digital marketing. Difficulties in sourcing quality raw materials at stable prices also pose a significant challenge affecting product quality. The marketing strategies implemented are still not optimal, contributing to decreased productivity and efficiency. This study concludes that better financial planning, building partnerships with reliable raw material suppliers, and improving workforce capacity through training are needed. This study is expected to contribute to a more comprehensive understanding of the challenges and solutions for MSMEs in facing increasingly intense business competition.