Strategi Manajerial dalam Meningkatkan Daya Saing UMKM Sate Maranggi di Era Digital

Sate Maranggi MSMEs, as part of the traditional culinary sector, face significant challenges in maintaining their competitiveness in the digital era, marked by rapid technological advancements and shifting consumer behavior. This study aims to formulate effective managerial strategies to enhance the competitiveness of Sate Maranggi MSMEs amidst digital business transformation. The research adopts a qualitative descriptive approach with the population consisting of Sate Maranggi business actors in the Cikarang regio. Samples were selected using purposive sampling with criteria including businesses operating for at least three years. Data were collected through in-depth interviews, observations, and documentation. The data analysis technique employed SWOT analysis to formulate appropriate managerial strategies. The results indicate that utilizing social media, applying digital marketing, and innovating customer service are key strategies for improving competitiveness. The novelty of this research lies in integrating traditional managerial strategies with adaptive use of digital platforms in local MSMEs. The implication of this study is to provide a strategic reference for culinary MSME actors in developing adaptive measures in the digital transformation era, as well as contributing to regional government policy development in digitally empowered MSME programs.