Strategi Perkembangan UMKM Cirasa dan Dimsum 66 di Daerah Universitas Sumatera Utara dalam Mendorong Perekonomian

Veri Sangap Tua Pasaribu (Universitas Negeri Medan)
Hannes Inmanuel Sinaga (Universitas Negeri Medan)
Pebiola Silalahi (Universitas Negeri Medan)
Emi Angelina Sinambela (Universitas Negeri Medan)
Rotua Sahat Pardamean Simanullang (Universitas Negeri Medan)

Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan

This study aims to analyze the development strategies of Cirasa and Dimsum 66 MSMEs in the vicinity of Universitas Sumatera Utara, focusing on business growth and competition in the local economy. The research employed a case study approach, collecting data through semi-structured interviews with employees, direct field observations of business operations, and documentation of products and production processes. Data were analyzed qualitatively and descriptively to identify strategies related to product innovation, raw material management, utilization of digital platforms, financial management, and customer loyalty maintenance. The findings indicate that both MSMEs rely on consistent product quality, excellent service, efficient raw material management, and the development of new product variations as primary growth strategies. The use of digital platforms has helped expand market reach, while financial management and access to capital remain challenges that require further attention. These findings are expected to serve as a reference for other culinary MSMEs in formulating sustainable business development strategies.