ANALISIS PENYEBAB PENURUNAN PERFORMA BISNIS PADA UMKM AYAM GEPREK 88 : STUDI KASUS CABANG YANG TUTUP

Abstract

This study aims to identify and analyze various factors causing declining business performance at the Ayam Geprek 88 MSME, particularly at branches that have closed. This research focuses on five independent variables: Product Quality, Menu Innovation, Operational Management, Marketing Strategy, and Business Competition, which are assumed to influence the dependent variable, Business Performance. The method used in this study is descriptive qualitative with a case study approach. Data collection techniques were conducted through in-depth interviews, direct observation, and documentation. The results indicate that internal factors such as declining product quality, lack of menu innovation, and weak operational management significantly contributed to the decline in business performance. Meanwhile, externally, suboptimal marketing strategies and increasingly fierce business competition also accelerated the decline. These findings are expected to serve as evaluation material and a strategic reference for MSMEs, particularly in the culinary sector, in designing sustainable business improvement and development steps.