Peran Manajemen Strategis dalam Meningkatkan Daya Saing Usaha Kecil dan Menengah (UMKM) : studi kasus Laksa Tangerang

Anasrullah . (Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Pamulang)
Ria Aulia (Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Pamulang)

Journal of Business Economics and Management
Vol. 3 No. 2 (2026): Oktober-Desember

Micro, Small, and Medium Enterprises (MSMEs), with a case study on Laksa Tangerang MSMEs. This study uses a descriptive qualitative approach, with data collection techniques through interviews, observation, and documentation. The results show that strategic management plays an important role in determining the direction and sustainability of the business through measurable planning, SWOT analysis, and the implementation of marketing strategies that suit market conditions. The implementation of the marketing mix strategy (4P), including product, price, place, and promotion, can support increasing the competitiveness of Laksa Tangerang amidst culinary business competition. In addition, the use of social media and digital platforms can help expand marketing reach and introduce Laksa Tangerang to a wider range of consumers. This study recommends improving management capabilities, product innovation, strengthening local culinary identity, and utilizing digital marketing for Laksa Tangerang MSME actors to increase competitiveness and maintain business sustainability.