Indonesian Journal of Law and Economics Review
Vol 19 No 3 (2024): August
Marketing Management

Unlocking Small Business Growth Strategies for Success in Indonesia
Mengungkap Strategi Pertumbuhan Usaha Kecil untuk Sukses di Indonesia


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  • Oktavia Siti Rochani,
  • Muhammad Farid Fathul Huda Pradhana,
  • Ede Ramadhin S,
  • Nilamsari Zahrina A,
  • Abdul Haris,
  • Imelda Dian Rahmawati *
Oktavia Siti Rochani
Universitas Muhammadiyah Sidoarjo, Indonesia
Muhammad Farid Fathul Huda Pradhana
Universitas Muhammadiyah Sidoarjo, Indonesia
Ede Ramadhin S
Universitas Muhammadiyah Sidoarjo, Indonesia
Nilamsari Zahrina A
Universitas Muhammadiyah Sidoarjo, Indonesia
Abdul Haris
Universitas Muhammadiyah Sidoarjo, Indonesia
Imelda Dian Rahmawati
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i3.1139
Published June 24, 2024
Keywords
  • small business development,
  • Kenangan Fried Chicken,
  • qualitative research,
  • SWOT analysis,
  • marketing strategy
How to Cite
Rochani, O. S., Pradhana, M. F. F. H., Ramadhin S, E., Zahrina A, N., Haris, A., & Rahmawati , I. D. (2024). Unlocking Small Business Growth Strategies for Success in Indonesia. Indonesian Journal of Law and Economics Review, 19(3), 10.21070/ijler.v19i3.1139. https://doi.org/10.21070/ijler.v19i3.1139

Copyright (c) 2024 Oktavia Siti Rochani, Muhammad Farid Fathul Huda Pradhana, Ede Ramadhin S, Nilamsari Zahrina A, Abdul Haris, Imelda Dian Rahmawati

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study analyzes the development strategy of "Kenangan Fried Chicken," a small business in Sidoarjo Regency. Using qualitative research and a phenomenological approach, data were gathered through interviews, observations, and SWOT analysis. The findings highlight that product quality, marketing, and competition are crucial for growth. Strengths include a strategic location, while weaknesses involve limited capital. High community enthusiasm presents opportunities, but competition poses a threat. Recommended strategies include improving product quality, diversifying the menu, and enhancing marketing efforts to boost business competitiveness and sustainability.

Highlights:

 

  1. Strategic Location: Prime spot in a residential area near main road.
  2. Marketing Importance: Essential for growth and overcoming competition.
  3. Capital Constraints: Major weakness hindering business sustainability.

 

Keywords: small business development, Kenangan Fried Chicken, qualitative research, SWOT analysis, marketing strategy

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