Analisis Pengambilan Keputusan Dalam Kendala di UMKM Toko Buah Podomoro Karawang

Abstract

The purpose of this research is to explore the challenges faced by Micro, Small, and Medium Enterprises (MSMEs) in the fruit sales sector, specifically at Toko Buah Podomoro in Karawang. The method employed is a qualitative approach with in-depth interviews conducted with fruit vendors. The results indicate that MSMEs encounter obstacles in accessing capital, marketing products, and financial management. Many business operators lack effective marketing strategies and often mix personal finances with business finances, hindering cash flow management. Additionally, a lack of understanding of digital technology poses a barrier to leveraging broader market potential. The conclusion of this study emphasizes the need for government support in the form of financing and training to empower MSMEs. The implications of these findings recommend the development of digital marketing strategies and financial management training programs for MSME operators so they can adapt to market changes and enhance their business competitiveness. Thus, this research provides important insights for the sustainable development of MSMEs in Indonesia.