Business Development Analysis of Ayam Geprek Mas Andre Lubuklinggau Based on Business Life Cycle Theory

This study aims to analyze the development of the Ayam Geprek Mas Andre micro, small, and medium enterprise (MSME) in Lubuklinggau based on the Business Life Cycle Theory, including the marketing strategy and product innovation applied by the business. The research method used is a qualitative approach with a case study method. The subjects of this study were selected purposively, consisting of the business owner, employees, and customers of Ayam Geprek Mas Andre. Data were collected through in-depth interviews, observation, and documentation. The data analysis technique used is the interactive analysis model developed by Miles, Huberman, and Saldana, which includes data condensation, data display, and conclusion drawing/verification. The findings show that Ayam Geprek Mas Andre passed through the introduction/birth stage since its establishment in 2017 with pecel lele as its initial product, before developing into the growth stage (Growth Stage) after switching to ayam geprek as its main product, marked by increased consumer interest, business expansion to 13 branches, product innovation, and the use of digital marketing. The conclusion of this study is that Ayam Geprek Mas Andre is currently in the growth stage of its business life cycle, supported by product quality, affordable pricing, innovation, and adaptability to market changes, although it still faces challenges such as rising business competition, changing consumer preferences, and digital technology developments.