Penerapan Strategi dalam Upaya Peningkatan Daya Saing UKM Pedagang Makanan dan Minuman di Kota Malang

Abstract

The objectives of this research are to find out the influence of functional strategy (including, marketing, operational financial, and human resources) towards the competition between foods and beverage Middle and Micro Enterprises. The result showed that marketing, operational, financial, and human resources are simultaneous influencing the competition between foods and beverage Middle and Micro Enterprises. While marketing variable did not influence partially, the human resources variable was the most dominant influence. Foods and beverage Middle and Micro Enterprises used the strategies which are focusing on cost. That is why these Middle and Micro Enterprises were more oriented on the low price and the targeted market is society with low income.