Analisis Durability dan Inovasi Isi Warung Mengahadapi Toko Ritel di Desa Mangunjaya Tambun Bekasi

Abstract

This research is a descriptive qualitative study of the existence of offline stalls on marketing
strategy and the concept of innovation to maintain its business with new competitors, the
establishment of Alfamart and Indomert retail stores. The purpose of this study is to analyze
what strategies used by stall owners and the concept of developing sustainable innovations.
Descriptive qualitative method, in-depth interview technique with offline shop owners and shop
customers. With a SWOT analysis, the length of time the warung has established is a strength,
and capital is a weakness, where a warung can serve small numbers of opportunities, as well
as a convenient location in a retail store as a threat. The results of the analysis of stall owners
in innovating through introductions, process ideas, procedure ideas, technical strategies with
products, prices and promotions offered to customers to determine product quality, suitability
and durability. Suggestions from stall owners expected to serve customer purchases with new
techniques online.