Consistency in Price, Portion, and Service: A Qualitative Case Study of Business Innovation and Resilience in a Family-Run Food Stall in Makassar, Indonesia

Muh. Rivaldi; Sultan Baa; Putri Rasilia Ali; Nurfadila Bakri; Rina Mariana

doi:10.69693/ijmst.v4i3.14071

Authors

Muh. Rivaldi Universitas Negeri Makassar
Sultan Baa Universitas Negeri Makassar
Putri Rasilia Ali Universitas Negeri Makassar
Nurfadila Bakri Universitas Negeri Makassar
Rina Mariana Universitas Negeri Makassar

DOI:

https://doi.org/10.69693/ijmst.v4i3.14071

Keywords:

Usaha Keluarga, Usaha Mikro dan Kecil, Ekonomi Informal, Inovasi dan Resiliensi, Studi Kasus Kualitatif, Indonesia

Abstract

Penelitian ini mengkaji bagaimana sebuah warung makan keluarga berskala kecil di Makassar, Indonesia, mampu bertahan beroperasi selama lebih dari satu dekade, terutama melalui konsistensi harga, porsi, dan pelayanan, bukan melalui perubahan yang sering dilakukan. Dengan menggunakan desain studi kasus tunggal yang bersifat kualitatif, data dikumpulkan melalui wawancara semi-terstruktur dengan pemilik usaha, observasi langsung, dan dokumentasi fotografis, kemudian dianalisis secara deduktif melalui analisis tematik enam tahap terhadap tujuh tema yang telah ditentukan sebelumnya, yaitu profil usaha, struktur operasional, gambaran keuangan, inovasi, tantangan, strategi pemecahan masalah, dan pelajaran yang dipetik. Hasil penelitian menunjukkan bahwa Warung Mbak Luluk, yang didirikan sekitar tahun 2013 oleh seorang pengusaha migran asal Jawa, berkembang dari lokasi yang awalnya sepi pengunjung menjadi usaha yang stabil dan, menurut perkiraan pemilik, menghasilkan omzet harian sekitar Rp700.000-800.000 dan laba bersih bulanan sekitar Rp6-9 juta, tanpa menerapkan pemasaran digital, platform pengantaran, maupun sistem kasir (point-of-sale). Pemilik usaha menilai bahwa keberlangsungan usahanya lebih ditentukan oleh konsistensi pada tingkat operasional sehari-hari dibandingkan inovasi produk, yaitu harga dan porsi yang tetap meskipun biaya bahan baku berfluktuasi, staf yang terlatih lintas tugas, serta kualitas pelayanan yang diutamakan dibandingkan variasi menu. Penelitian ini menyimpulkan bahwa inovasi pada usaha mikro informal dapat bersifat bertahap (incremental) dan berpusat pada pelayanan, bukan pada teknologi, serta bahwa kesabaran dan kedisiplinan, sebagaimana disampaikan oleh pemilik usaha, tetap menjadi kunci utama keberlangsungan usaha dalam sektor kuliner informal yang kompetitif. Temuan ini juga memberikan implikasi praktis bagi program pengembangan usaha mikro dan kecil (UMK) serta bagi pendidikan kewirausahaan yang membutuhkan materi kasus yang autentik dan kontekstual.

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