ANALISIS STRATEGI BISNIS DALAM MENINGKATKAN PENDAPATAN PEDAGANG KAI LIMA MENGGUNAKAN BUSINESS MODEL CANVAS

Studi Kasus Di Jalan Muhammad Yamin Kabupaten Sijunjung

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi bisnis pedagang kaki lima dalam meningkatkan pendapatan dengan menggunakan pendekatan Business Model Canvas. Pedagang kaki lima termasuk ke dalam kelompok sektor ekonomi informal.yang berperan penting dalam perekonomian masyarakat, namun sebagian besar masih menjalankan usahanya secara sederhana dan belum menerapkan strategi bisnis yang terstruktur.Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi yang dilakukan terhadap pedagang kaki lima makanan dan minuman di Jalan Muhammad Yamin Kabupaten Sijunjung. Analisis data dilakukan dengan cara memetakan sembilan elemen dalam Business Model Canvas, yaitu customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, dan cost structure. Hasil penelitian menunjukkan bahwa strategi bisnis pedagang kaki lima masih bersifat konvensional dan bertumpu pada pengalaman berdagang. Nilai utama yang ditawarkan adalah harga terjangkau, cita rasa sesuai selera konsumen, dan lokasi usaha yang strategis. Namun demikian, pemanfaatan inovasi produk, promosi digital, dan pengembangan jaringan kemitraan masih belum optimal. Penelitian ini menyimpulkan bahwa pendekatan Business Model Canvas dapat digunakan sebagai pendekatan analisis dalam mengkaji model bisnis pedagang kaki lima secara lebih sistematis sehingga berpotensi meningkatkan pendapatan dan kelanjutan usaha dalam jangka panjang.

This study aims to analyze the business strategies of street vendors in increasing income using the Business Model Canvas approach. Street vendors are part of the informal economic sector, which plays an important role in the community’s economy; however, most of them still operate their businesses in a simple manner and have not implemented structured business strategies. This research employs a descriptive qualitative approach, with data collected through observation, interviews, and documentation conducted among food and beverage street vendors on Muhammad Yamin Street, Sijunjung Regency. Data analysis was carried out by mapping the nine elements of the Business Model Canvas, namely customer segments, value propositions, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure. The findings indicate that the business strategies of street vendors remain conventional and rely heavily on trading experience. The main values offered include affordable prices, flavors that match consumer preferences, and strategic business locations. However, the utilization of product innovation, digital promotion, and the development of partnership networks has not been optimal. This study concludes that the Business Model Canvas approach can be used as an analytical framework to systematically examine the business models of street vendors, thereby having the potential to increase income and ensure business sustainability in the long term.