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Ratna Sari Dewi
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Journal : Master Manajemen

 1 
Strategi Kewirausahaan dan Inovasi Pemasaran dalam Pengembangan UMKM Ayam Kribo Ratna Sari Dewi; Fenni An’nisa Siregar; Sela Angela; Risdah Armayana; Riska Syahmala
Master Manajemen Vol. 3 No. 2 (2025): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v3i2.836

Abstract

This study discusses the entrepreneurial motivation applied in building and developing the Ayam Kribo culinary business, an MSME located in Patumbak District. This business was pioneered by Mr. Agus, a former daily worker and truck driver, who was inspired by his brother's success in the fried chicken business. With an entrepreneurial spirit, family support, and innovation in taste and service, Ayam Kribo was able to survive various initial challenges and develop into a business with one branch and two employees. This study uses a qualitative case study approach with observation and interview methods. The results of the study show that a combination of personal motivation, product innovation, utilization of social relations, and perseverance are the main factors in business success. The story of Ayam Kribo can be an inspiration for prospective entrepreneurs in starting and managing a business in the culinary sector independently and sustainably.
Co-Authors . Giyanto Abdul Malik Assalafi Abi Burhan Abu Bakar Bin Busmah Adinda Chairul Ummi Adinda Dwi Cahyani Aditya Nur Kholis Afifah Cahya Imani Arifin Aflina Aflina Agung Anggara Agus Syahputra Purba Ahmad Arwani Ahmad Hudori Ahmad Murshidi Musthapa Ahmad Nasir Pulungan Aida Safitri Aisyah Ariesca Putri Aisyah Nurbaiti Aisyah Rahmaliza Aisyah Sekar Tri Wardani Ajeng Diah Rahmawati Akhiruddin Maddu Aldo Geo Frengky Saragih Alfiati Silfi Alifah Hanan Alistraja Dison Silalahi Alisya I’tiqafah Alivia Fitri Salsabila Amanah, Ainun Amelia Putri Ananda Gusty Firmansyah Ananda Nirmala Anasari Anasari Anggia Sari Lubis, Anggia Sari Anggun Maharani Anisa Tulhalizah Annisa Nasywa Kalyca Annisa Rahman Anwar Sadat Harahap Ardhansyah Putra Argina Farenta Arifuddin Arifuddin Aristo Ary Anggara Arya Hafidz Maulana Asmuni Asmuni Asmuni Asni Septiana Avivah Ayub Avrila Aura Sayyidhina Azhar Aditya Azhari Wijaya Bambang - Riyanto Bambang Nuryanto Beraldi Arhamas Berlian Cahyani Berliana Dian Permatasari Bintang Bayu Winekas Bs. Titi Haerana Bunga Aulia Burhanuddin Al Butary Camelya Adelyani Candra Viamita Prakoso Cantika Nurhaliza Hasibuan Citra, Anita Permata Clarisa Tarigan Cynthia Syahni Dadan Ahmad Fadili Dadang Dadang Damanhuri Dania Hasanah Daniel Stefanus Marpaung Darmeinis Darmeinis Dea Ananda Dea Kartika Utami Dea Oktadri Yanti Putri Dea Puspita Pramesti Debby Cyntia Ovami Defri Yani Delfi Amrianis Delima Sianturi Della Dornauli Simanjuntak Dendi Sunardi Denisa Septiani Desy Ayu Irma Permatasari Devi Siswantika Devia Pratiwi Dewi Nurmala Dewi Syafriani Dhea Amalia Putri Dhieta Rizky Palupi Prameswari Diani Syahputri Dianita Rahayu Sukmawati Difa Armenia Setiawan Dimas Ridho Dinda Farahdilla Dini Dwi Wahyuningsih Diva Yuana Putri Dwi Erma Nadhifa Dwi Septia Ningsih Dyah Santhi Dewi Edy Dermawan Ellynawati Ellynawati Elsa Elperida Pandiangan Elsa Yutri Melinda Emrinaldi Nur Erick Immanuel ETI KURNIAWATI Fadhilianti Maghfiroh Fadia Puja Ainun Fadli Rahdiat Gunadi Fahriany Fahrul Rozi Tarigan Faris Windiarti Febrian Alwan Bahrudin Fenni An’nisa Siregar Filzah Salsabila Firmansyah Fitri Sulastri Galuh Nabila Audry Rahmania Gealsy Ghefira Tsalsabila Ghina Rizki Amalia Graciella Lumban Gaol Guntur Suryaning Hadi Hana Pratiwi Hany Natari Adha Hardi Mulyono Hardiansyah Hardiansyah Heni Setya Mawarni Henny Andiyani Wirananda Herida Panji Olivia Azhar Hijr Amelya Ika Rizqi Meilya Ike Nurhidayah Imas Eka Prastiti Indah Permata Sari Indah Sukmawati Wijaya Indra Fauzi Indri Indah Lestari Innaya Aulia Putri Ira Oktaviyani Irfan Hakim Isabelle Clara Isma Ambarwati Jihan Aulia Nurjanah Jumaini - - Junita Putri Rajana Junita Putri Rajana Harahap Juwita Madira Keisyah Nadya Zahro Kerin Ari Chaniago Kustiwan Latiffa Amanda Putri Nur Leni Susanti Lidiana Rahayu Ningsih Lilian Lilian Lukman Hidayat M. Aziz Andreansyah M. Faizal M. Rasyid Sidik M. Rizky Febriansyah M. Sabir Mar'atun Najiah Mardhotillah Mardhotillah Marlinda Syafina Marpaida Situmeang Marwang Hayeemaing Maulana, Rivki Surya Maulida Arifah Mei Sufi Anisa Sibarani Meity Suradji Sinaga Melyona Zenia Rabbil Meri Meirisa Misngadi Misngadi Mochamad Irwan Hariyono Mohammad Deva Setyawan Monalisa Situmorang Mufdiah Nurriza Muhammad Atma Taher Muhammad Azizi Syahputra Muhammad Daffanda Fadilla Muhammad Dani Jabbar Muhammad Danial Muhammad Fahrul Ramdhani Muhammad Handi Pratama Muhammad Irsyad Hasibuan Muhammad Ridho Bima Addli Muhammad Roihan Muhammad Yafiz Muhammad Yafiz Muladi Putra Mahardika Mutia Najwa Khairunnisa Nabila Azzahra Nabila Dwi Putri Nabilla Khairunnisa. S Nada Rahmatul Balqis Nadia Nadia Nadya Ramadinah Nayla Natasya Nayma Alia Putri nesa agistia Nia Ardiyanti Nofia Lolita Nofriyanti Nofriyanti Nopi Dwi Lestari Noval Andra Alvido Noval Tri Pernando Novi Aulia Safina Novi Fayza Widi Putantari Nur Annisa Sawitri Nur Aryaningsih Nur Hidayatil Janah Nur Soleha Nurliana Nababan Nurul Alifah Nurul Ijatu Zahro Oktavia Utami Ramadhani Okti Pravitasari Olivia Maharani Ova Novi Irama Ovami, Debbi Chyntia Parman parman parman Patra Aghtiar Rakhman Puriani, Risma Anita Putri, Meira Anggia Rafeylah Areefa Elya Rahmah Putrie Meilani Raja Muhammad Amin Ramadhan Ramadhan Rangga Pangestu Rani Mega Putri Rany Aprilliana Rara Rasiana Raul Rian Shaputra Rehnaningtyas Rehnaningtyas Reksa Adya Pribadi Rendy Permana Reski Ihsan Humang Revandi Dewanta Tarigan Reza Mauldy Raharja Rio Mahesa Wahyu Pratama Ririn Ayu Anjar Wani Risdah Armayana Risdiana Siregar Riska Farwati Riska Syahmala Rizki Sudrajat Rizki Wulan Ningsih Rizky Al Akbar Irawan Rizqy Fadhlina Putri Robby Kurniawan Rokhmatuloh Roulina Magdalena Siburian Rudi Munzirwan Siregar, Rudi Munzirwan Safuri Musa Salbiyah Salbiyah Salsalliah Albant Triswandi Saniya Putri Ayu Febiolantika Santa Maria br Sibarani Sarifuddin Sasi Kirana Saunir Saun Sekar Arum Sela Angela Selvia Dewi Septi Muharni Septianing Pratiwi, Anisa Shinta Nurhaliza Shita Tiara Sholawati Nova Sigit Dwi Sucipto Silvia Hardianti Manik Sinar Lia Pohan Siti Aisyah Siti Konaah Siti Mardiyah Siti Maziah Binti Ad Rahman Siti Nurhasanah Siti Nurul Azkiyah Siti Qurotul Aini Soleh Hidayat Sri Mulida SRI RAHAYU Sriwardani . Suci Dinaria Suci Fikriyah Suci Rizki Auliya R Sugiarto Sugiarto Sugiarto Suginam Sultan Hibrizhi Sunarsini Sunarsini Sunarsini Surya Aditya Sutarjo Sutarjo Sutarjo Tabitha Zahra Tanjung, Romi Fajar Tarishah Hatim Faqih Tastiara Tastiara Tebi Hariyadi Purna Tia Monika Tika Santika Toni Hidayat Tria Yunita Ully Arta Silitonga Vira Septria Vita Zahara Sitorus Wahdania Wahdania Wanda Riana Wardani, Tatiana Siska Wasisto - Utomo Widia Indah Rahayu Wilda Andriani Wira Kurniawan Wiranda Hasibuan Yohana Fransiska Sitanggang Yolanda Fandra Yosef Yosef Yulita Yulita Yurista Bustomi Yusni Khairul Amri Zafirah Talitha Arisyah Zakia Rahmadania Zerri Rahman Hakim Zulfa Nurfadhilah Ardalia Putri