Strategi Lokasi dan Keunggulan Bersaing UMKM: Studi Kasus UMKM Warung Barokah Dian Com Kota Medan
Keywords:
Business Location; Competitive Advantage; Customer Loyalty; Digital Marketing; Micro-Enterprises.Abstract
This study explores the strategic use of business location and competitive advantage by Warung Barokah Dian Com, a culinary micro-enterprise located in Medan City. Employing a qualitative case study approach, data were collected through in-depth interviews, direct observations, and documentation. The findings reveal that a well-considered business location contributes positively to customer accessibility and business visibility. However, location alone is not sufficient; the owner’s ability to adopt digital marketing strategies through platforms such as ShopeeFood, GrabFood, and Gojek plays a crucial role in expanding market reach and enhancing customer engagement. Price promotions, consistent product quality, and reliable customer service are identified as key elements in establishing and sustaining competitive advantage. This study concludes that the synergy between strategic location and digital marketing innovation is essential for micro-enterprises to remain resilient and grow in an increasingly competitive market landscape.
Downloads
References
Arief, A. M. (2024). Tantangan UMKM bukan digitalisasi, tapi daya saing. Katadata.co.id.
Arifa, I., Choiri, A., Wibowo, W., Aminuddin, A., & Panggabean, N. A. (2025). Peran UMKM dalam meningkatkan perekonomian nasional. PESHUM: Jurnal Pendidikan, Sosial dan Humaniora, 4(4), 5376–5385. https://doi.org/10.56799/PESHUM.V4I4.9530
Ariswanto, R. A., Muti, A., & Rochim, A. (2023). Dampak layanan pesan antar makanan secara daring melalui aplikasi terhadap pertumbuhan penjualan pengusaha kuliner halal: Studi pada pengusaha kuliner halal di Depok. Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi, 1(4), 276–282. https://doi.org/10.572349/NERACA.V1I4.328
Ayunani, N. A., Varadina, Y., & Octavia, A. N. (2023). Pengaruh kualitas produk, harga, dan kualitas pelayanan terhadap kepuasan pelanggan. Solusi, 21(3), 290. https://doi.org/10.26623/slsi.v21i3.7079
Badan Pusat Statistik. (2023). Profil industri mikro dan kecil 2023.
Creswell, J. W., & Poth, C. N. (2023). Qualitative inquiry and research design: Choosing among five approaches (5th ed.). Sage Publications.
Dewanto, R. F. (2022). Pengaruh digitalisasi dan citra destinasi pariwisata terhadap tingkat kepuasan pengunjung di Malang. Jurnal Ilmu Ekonomi (JIE), 6(4), 537–552. https://doi.org/10.22219/jie.v6i4.22278
Diandini, D., & Wiyadi. (2024). Pengaruh citra merek, kualitas produk, harga, dan gaya hidup hedonisme terhadap keputusan pembelian. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(5). https://doi.org/10.47467/elmal.v5i5.2317
Farida, I., & Setiawan, D. (2022). Business strategies and competitive advantage: The role of performance and innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163. https://doi.org/10.3390/joitmc8030163
Fatimah, S., Wibowo, W., Irfaniah, N. R., Harahap, R. A., & Panggabean, N. A. (2025). Local digital ecosystem: Peran komunitas digital dalam mendorong bisnis kreatif daerah. JUMINTAL: Jurnal Manajemen Informatika dan Bisnis Digital, 4(1), 127–136. https://doi.org/10.55123/JUMINTAL.V4I1.5479
Fitriani, E., Yusup, A. M., Nurhikmat, A., & Risuna, I. (2023). Determinasi kepuasan pelanggan dan loyalitas pelanggan dengan harga dan kualitas produk: Literature review. KarismaPro, 13(2), 75–86. https://doi.org/10.53675/karismapro.v13i2.1050
Kementerian Keuangan Republik Indonesia. (2024). UMKM hebat, perekonomian nasional meningkat.
Kiswandi, F. R. P., Setiawan, M. C., & Ghifari, M. A. (2023). Peran UMKM (usaha mikro, kecil, dan menengah) terhadap pertumbuhan perekonomian Indonesia. Jurnal Ilmiah Ekonomi dan Manajemen, 1(4), 154–162. https://doi.org/10.61722/jiem.v1i4.328
Lestari, N. P., & Choirunissa, Z. (2025). Transformasi digital dan ketahanan UMKM: Systematic literature review (SLR). Jambura Economic Education Journal, 7(1), 355–372. https://doi.org/10.37479/JEEJ.V7I1.26333
Marni, M., Belo, Y., & Liber, P. (2024). Menjadi entrepreneur sukses: Strategi dan mindset untuk menghadapi tantangan di era digital. Journal of Student Research, 2(6), 1–12. https://doi.org/10.55606/jsr.v2i6.3378
Mubarok, H. K., Rifai, M., & Rahman, R. (2023). Peranan penting UMKM untuk menopang stabilitas keuangan dan perekonomian nasional. Promosi: Jurnal Program Studi Pendidikan Ekonomi, 11(2), 133–144. https://doi.org/10.24127/pro.v11i2.9102
Reynaldi, M., & Kamal, M. (2022). The influence of online food delivery services and prices on increasing turn of sales on culinary business: Case study on Go-Food. Jurnal Ekonomi dan Perbankan Syariah, 10(2), 114–131. https://doi.org/10.46899/jeps.v10i2.358
Royadi, R. N., Sukrajap, M. A., & Mustika, S. (2025). Analisis pengaruh penggunaan aplikasi GoFood dan GrabFood dalam meningkatkan penjualan pada UMKM. Jurnal Tren Bisnis Global, 5(1), 13–21. https://doi.org/10.38101/jtbg.v5i1.15875
Ruth, J. N., Maharani, M. D., Ramadhani, R. A., Conquero, H. M., Prehanto, A., & Nuryadin, A. (2024). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan pelanggan pada kantin Bilmas. Jurnal Pemasaran Kompetitif, 7(3), 320–331. https://doi.org/10.32493/JPKPK.V7I3.41209
Sawunggaling, A. (2025). Pemanfaatan digital marketing pada UMKM. Bookchapter Manajemen Pemasaran, 1, 1–33. https://doi.org/10.15294/MP.V1I1.330
Silaban, D. E. (2024). Keberpihakan pemerintah Kota Medan terhadap UMKM di masa pandemi Covid-19. Cerdika Jurnal Ilmiah Indonesia, 4(12), 1332–1342. https://doi.org/10.59141/cerdika.v4i12.2351
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Wibowo, W., Choiri, A., Panggabean, N. A., Fatiha, N., & Irfaniah, N. R. (2025). Instagrammable tourism: Analisis dampak visualisasi destinasi di era media sosial. TOBA: Journal of Tourism, Hospitality, and Destination, 4(2), 111–119. https://doi.org/10.55123/TOBA.V4I2.5383
Wibowo, W., Nofriansyah, N., Nasrudin, N., & Aminuddin, A. (2026). Integrating Islamic financial literacy, social entrepreneurship, and social finance: Innovative pathways to inclusive and sustainable development (pp. 115–144). https://doi.org/10.4018/979-8-3373-1842-4.CH005
Wilestari, M., Mujiani, S., Sugiharto, B. H., Sutrisno, S., & Risdwiyanto, A. (2023). Digitalisasi dan transformasi bisnis: Perspektif praktisi muda UMKM tentang perubahan ekonomi. Jurnal Ilmu Sosial dan Humaniora, 12(2). https://doi.org/10.23887/jish.v12i2.61216
