MODEL MANAJEMEN USAHA MIKRO KECIL DAN MENENGAH (UMKM) UNTUK MENINGKATKAN DAYA SAING USAHA KECIL MENENGAH USAHA KERUPUK DI BUKIT PENINJAUAN 2 KABUPATEN SELUMA

The aim of this research is to find out how to develop a management model for Micro, Small and Medium Enterprises (MSMEs) to increase the competitiveness of small and medium cracker businesses in Bukit Peninjauan 2, Seluma Regency. This study used qualitative research methods. The technique used in this research is purposive sampling. Data analysis activities in this research are analysis, formulation and implementation. The research results state that Michael E Porter's generic strategy is a strategy used by companies to gain competitive advantage. In the analysis of a company's competitive strategy. There are 3 types of generic strategies, namely cost leadership, product differentiation and focus. Low cost strategy (Cost Leadership) emphasizes efforts to produce standard products that are the same in all aspects at very low unit costs. This product (price or service) is usually aimed at consumers who are relatively easily influenced by price shifts (price sensitive) or use price as a determining factor in decisions. Product differentiation strategy (differentiation), encourages companies to be able to find their own uniqueness in their target market. This preferred uniqueness of products (goods and services) allows a company to attract maximum interest from potential consumers. Focus strategy is used to build competitive advantage in a narrower market segment. This type of strategy is aimed at serving the needs of consumers who are relatively small in number and whose purchasing decisions are relatively uninfluenced by price. Based on the results of the interview, it can be concluded that there is only one packaging in this MSME, namely size 30/60 for IDR 17,000.