Logika di Balik Kios: Strategi Bertahan dan Ekspansi Pelaku UMKM Kuliner di Tengah Persaingan Pasar Modern
DOI:
https://doi.org/10.63200/jebmass.v4i1.238Keywords:
UMKM Kuliner; Kios;Strategi Bertahan. Logika Indigenous; Ekonomi Moral;Pasar Modern;Abstract
Penelitian ini bertujuan untuk mengungkap logika strategis yang mendasari ketahanan dan ekspansi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM) kuliner tradisional yang beroperasi dari kios (street stalls) di tengah penetrasi pasar ritel modern dan platform digital di Indonesia. Menggunakan pendekatan kualitatif dengan metode studi kasus pada beberapa pelaku UMKM kuliner kios di beberapa lokasi. Pertama, pelaku UMKM menerapkan fleksibilitas ekstrem dalam penggunaan ruang dan waktu, memanfaatkan celah regulasi, ritme kota, dan mobilitas untuk meminimalkan biaya tetap dan memaksimalkan akses ke pelanggan, suatu bentuk tactical urbanism (de Certeau, 1984) yang merespons rigiditas pasar modern. Kedua, mereka membangun dan mengandalkan ekonomi moral (Scott, 1976) dan jaringan kepercayaan (trust-based networks) dengan pemasok, pelanggan tetap, dan sesama pedagang kios, yang berfungsi sebagai sistem keamanan sosial dan saluran pemasaran informal yang andal. Ketiga, strategi ekspansi dilakukan secara organik melalui replikasi model bisnis sederhana dan penggunaan teknologi digital terbatas (light-touch digitalization), yang meminimalkan kebutuhan modal kognitif kompleks dan mempertahankan kontrol operasional penuh. Implikasi penelitian menyarankan perlunya kebijakan ekonomi yang mengakui dan mendukung logika indigenous ini, alih-alih memaksakan formalisasi berlebihan, serta menawarkan perspektif baru dalam wacana kewirausahaan inklusif dan ekonomi informal perkotaan.
Downloads
References
Baker, T., & Nelson, R. E. (2005). Creating something from nothing: Resource construction through entrepreneurial bricolage. Administrative Science Quarterly, 50(3), 329–366. https://doi.org/10.2189/asqu.2005.50.3.329
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. https://doi.org/10.1177/014920639101700108
Chaudhuri, A., Subramanian, N., & Dora, M. (2018). Circular economy and digital capabilities of SMEs for providing value to customers: Combined resource-based view and ambidexterity perspective. Journal of Business Research, 142, 32-44. https://doi.org/10.1016/j.jbusres.2021.12.039
Cross, J. C. (2000). Street vendors, modernity and postmodernity: Conflict and compromise in the global economy. International Journal of Sociology and Social Policy, 20(1/2), 29–51. https://doi.org/10.1108/01443330010789061
D’Andrea, G., Stenger, A., & Goebel-Krstelj, A. (2004). Six truths about emerging-market consumers. Strategy Business, 34, 2–12.
de Certeau, M. (1984). The practice of everyday life. University of California Press.
De Soto, H. (2000). The mystery of capital: Why capitalism triumphs in the West and fails everywhere else. Basic Books.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532–550. https://doi.org/10.5465/amr.1989.4308385
Granovetter, M. (1985). Economic action and social structure: The problem of embeddedness. American Journal of Sociology, 91(3), 481–510. https://doi.org/10.1086/228311
Ghertman, M. (2007). The large multinational corporation in the global village: A relationship strategy perspective. In The Growth of the Firm (pp. 211-230). Oxford University Press.
Ghezzi, A., & Cavallo, A. (2020). Agile business model innovation in digital entrepreneurship: Lean startup approaches. Journal of Business Research, 110, 519–537. https://doi.org/10.1016/j.jbusres.2018.06.013
Peng, M. W. (2001). The resource-based view and international business. Journal of Management, 27(6), 803–829. https://doi.org/10.1177/014920630102700611
Portes, A., & Sensenbrenner, J. (1993). Embeddedness and immigration: Notes on the social determinants of economic action. American Journal of Sociology, 98(6), 1320–1350. https://doi.org/10.1086/230191
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of Management Review, 26(2), 243–263. https://doi.org/10.5465/amr.2001.4378020
Scott, J. C. (1976). The moral economy of the peasant: Rebellion and subsistence in Southeast Asia. Yale University Press.
Teece, D. J., Pisano, G., & Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7), 509–533.
Webb, J. W., Tihanyi, L., Ireland, R. D., & Sirmon, D. G. (2009). You say illegal, I say legitimate: Entrepreneurship in the informal economy. Academy of Management Review, 34(3), 492–510. https://doi.org/10.5465/amr.2009.40632826
Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). Sage Publications.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ari Susanto
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract Views: 159
| 
File Views: 152
