Pengembangan Strategi Usaha Berbasis Resource-Based View (RBV) Untuk Meningkatkan Keunggulan Bersaing UMKM Kuliner: Studi Warung Makan Berkah Jaya Sukarame
DOI:
https://doi.org/10.66249/confluence.v1i1.8Keywords:
Resource-Based View (RBV), Keunggulan Bersaing, VRIN, UMKM Kuliner, Strategi UsahaAbstract
Penelitian ini bertujuan menganalisis keunggulan bersaing Warung Makan Berkah Jaya menggunakan pendekatan Resource-Based View (RBV). Persaingan pada sektor UMKM kuliner yang semakin ketat menuntut pemilik usaha untuk mengoptimalkan sumber daya internal sebagai basis diferensiasi. Penelitian ini menggunakan metode kualitatif deskriptif dengan desain studi kasus. Data primer dikumpulkan melalui wawancara mendalam semi-terstruktur dengan pemilik Warung Makan Berkah Jaya sebagai informan utama, sedangkan data sekunder diperoleh melalui kajian literatur terkait RBV, VRIN, dan keunggulan bersaing. Data dianalisis secara tematik dengan mengelompokkan pernyataan informan ke dalam tema-tema kunci usaha. Hasil penelitian menunjukkan bahwa Warung Makan Berkah Jaya memiliki kombinasi sumber daya dan kapabilitas yang mendukung daya saing, meliputi seafood ekonomis mulai Rp5.000, variasi menu yang sesuai segmen mahasiswa, serta konsistensi rasa yang dijaga melalui SOP memasak, standarisasi takaran bumbu, dan penggunaan bumbu rahasia. Keunggulan juga diperkuat oleh strategi operasional berupa jam buka lebih awal (pukul 06.00) serta pengelolaan SDM melalui pembagian tugas yang jelas dan penekanan pada integritas serta kepatuhan terhadap resep. Selain itu, respons terhadap penurunan penjualan saat mahasiswa libur dilakukan melalui promosi media sosial, layanan delivery, dan penyesuaian produksi. Temuan ini mengindikasikan bahwa sebagian sumber daya dan kapabilitas usaha memenuhi logika VRIN terutama pada aspek bernilai dan sulit ditiru, serta menegaskan peran dominan kekuatan internal dalam menopang keberlanjutan keunggulan bersaing pada UMKM kuliner.
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