Exploring The Business Environment: Discovering Creativity and Innovation at Niels Coffee
DOI:
https://doi.org/10.69693/ijmst.v4i3.14072Keywords:
Kreativitas, Inovasi, Kewiraushaan, Lingkungan BisnisAbstract
Penelitian ini mengeksplorasi bagaimana kreativitas dan inovasi berkontribusi terhadap perkembangan Niels Coffee, serta bagaimana bisnis tersebut merespons peluang dan tantangan dalam lingkungan bisnisnya. Niels Coffee, yang didirikan di Makassar pada tahun 2020, beroperasi dalam industri kedai kopi yang kompetitif, di mana perubahan preferensi pelanggan, persaingan, perkembangan teknologi, dan kondisi pasar menuntut adaptasi yang berkelanjutan. Penelitian ini menggunakan metode kualitatif dengan desain studi kasus deskriptif. Data dikumpulkan melalui wawancara semiterstruktur dengan pemilik Niels Coffee, observasi nonpartisipan, dan dokumentasi. Data dianalisis menggunakan analisis tematik. Temuan penelitian menunjukkan bahwa kreativitas dan inovasi diterapkan dalam berbagai aspek bisnis, meliputi pengembangan produk, pemasaran digital, layanan yang berorientasi pada pelanggan, manajemen operasional, dan adaptasi bisnis. Inovasi produk mencakup Bakmie Ayam, Kopi Kalcer, dan Oriental Chicken Porridge, sementara pemasaran digital melibatkan konten media sosial, kolaborasi dengan KOL, Instagram Ads, dan promosi interaktif. Penelitian ini juga menemukan bahwa Niels Coffee menghadapi tantangan terkait pandemi COVID-19, lokasi, kepercayaan pelanggan, kompetensi sumber daya manusia, persaingan, serta pola pelanggan yang bersifat musiman. Sebagai respons terhadap tantangan tersebut, bisnis ini menerapkan berbagai strategi, seperti beroperasi melalui gerai sementara (pop-up store), menjaga kualitas produk, mengganti pemasok bila diperlukan, meningkatkan sistem rekrutmen dan operasional, memperbarui produk dan konten media sosial, serta memperluas aktivitas pemasaran digital. Secara keseluruhan, temuan ini menunjukkan bahwa kreativitas dan inovasi memainkan peran penting dalam memungkinkan Niels Coffee beradaptasi dengan tantangan bisnis, merespons perubahan kebutuhan pelanggan, mempertahankan daya saing, dan menciptakan nilai bagi para pelanggannya.
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