Analisis Pengembangan Keripik Studi Kasus : Istana Nabila Medan Helvetia, Kota Medan

Abstract

Penelitian ini menganalisis strategi pengembangan UMKM Keripik Istana Nabila di Medan dengan pendekatan kualitatif studi kasus. UMKM memegang peran vital dalam perekonomian Indonesia, namun menghadapi tantangan seperti keterbatasan modal dan persaingan ketat. Studi ini Bertujuan mengindentifikasi faktor kekuatan, kelemahan,ancaman, hambatan pengembangan usaha keripik tradisional diera Digital. Metode penelitian meliputi wawancara mendalam dengan pemilik usaha dan tiga pekerja kunci, observasi lapangan, dan media sosial selama Januari-Februari 2025. Hasil penelitian mengungkap empat kekuatan utama: (1) keunikan produk berbasis resep turun-temurun dengan 78% konsumen setia karena cita rasa khas, (2) kemasan kreatif bernuansa budaya Medan yang meningkatkan daya tarik visual, (3) modal sosial berbasis relasi kekeluargaan yang meningkatkan retensi pekerja, dan (4) pemasaran Digital aktif melalui Instagram dan WhatsApp yang menyumbang sebagian besar penjualan. Namun, usaha ini menghadapi kelemahan dalam manajemen konvensional, distribusi terbatas, dan keterbatasan SDM. Peluang pengembangan meliputi pertumbuhan ecommerce. This study analyzes the development strategy of Istana Nabila Chips SME in Medan using a qualitative case study approach. SMEs play a vital role in Indonesia's economy, yet face challenges such as limited Capital (72.8% rely on personal funds) and intense competition. The research aims to identify strengthening factors and barriers in developing traditional snack businesses in the Digital era. The research method includes in-depth interviews with the business owner and three key employees, field observations, and analysis of financial documents and Social media from January-February 2025. Data were analyzed thematically with triangulation for validation. Results reveal four main strengths: (1) unique traditional recipes with 78% customer loyalty due to distinctive taste, (2) creative packaging featuring Medan's cultural elements enhancing visual appeal, (3) Social Capital based on familial relationships improving employee retention, and (4) active Digital Marketing through Instagram and WhatsApp contributing 65% of sales. However, the business faces weaknesses in conventional management, limited distribution (70% local sales), and human resource constraints. Development opportunities include 25% growth in snack ecommerce, Sharia KUR program (5% interest), and collaborations with local influencers. Main threats comprise price competition with national brands, raw material price fluctuations (40% increase during rainy season), and changing Gen Z consumer preferences toward healthier products. The study concludes by emphasizing the importance of integrative strategies combining local strengths with Digital adaptation makanan ringan, program KUR Syariah, dan kolaborasi dengan influencer lokal. Ancaman utama adalah persaingan harga dengan merek nasional, fluktuasi harga bahan baku, dan perubahan preferensi konsumen Gen Z terhadap produk sehat. Simpulan penelitian menekankan pentingnya strategi integratif yang memadukan kekuatan lokal dengan adaptasi Digital.