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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Bintang Corvi Diphda
Department of International Relations, Universitas Brawijaya, East Java, Indonesia
Economics, Econometrics & Finance

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International Business Strategy of Indonesian Ethnic Fast Food: A PESTLE Analysis for Ayam Geprek Sa’i Expansion into the United Arab Emirates Gertha Maria Gultom; Bintang Corvi Diphda; Theofani Trudy; Talitha Salsabila Putri G; Putri Alyaa Safira; Yoga Ramadhani; Husniyatul Hafidzah
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): SettingsVol. 8 No. 1 (2026): All articles in this issue include authors from 3
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.9323

Abstract

This research aims to analyze the macro-environmental factors of the United Arab Emirates (UAE) using the PESTLE framework to evaluate the expansion feasibility of PT Ukhuwah Berkah Semesta’s brand, Ayam Geprek Sa'i. Employing a qualitative descriptive research design with a strategic case study approach, the study retrieves high-fidelity secondary data from credible international instruments, including the World Bank’s World Governance Indicators and the Corruption Perceptions Index. The findings reveal that the UAE offers a highly stable political environment with exceptional government effectiveness and low corruption. Economically, the UAE is a mostly free market with high purchasing power and a robust network of over 20 Comprehensive Economic Partnership Agreements (CEPAs), including with Indonesia. While the technological infrastructure is world-class, social and legal factors require meticulous alignment due to collectivist cultural values and mandatory Halal standardization policies. The results suggest that Indonesian SMEs should adopt a transnational strategy, balancing global operational standards with high local responsiveness to religious norms. Future studies should move beyond macro-environmental scanning to conduct empirical consumer perception research to further refine menu localization for the UAE's diverse expatriate population.
Co-Authors Gertha Maria Gultom Husniyatul Hafidzah Putri Alyaa Safira Talitha Salsabila Putri G Theofani Trudy Yoga Ramadhani