ANALISIS STRATEGI BERSAING MENGGUNAKAN PENDEKATAN PORTER'S FIVE FORCES: Studi Kasus UMKM GNLTheLabel

    M. Praya Kays Hakim, - and Syti Sarah Maesaroh, - and Asep Nuryadin, - (2025) ANALISIS STRATEGI BERSAING MENGGUNAKAN PENDEKATAN PORTER'S FIVE FORCES: Studi Kasus UMKM GNLTheLabel. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini bertujuan menganalisis strategi bersaing UMKM GNLTheLabel dalam menghadapi persaingan industri fashion lokal yang ketat. Menggunakan pendekatan kualitatif studi kasus, data dikumpulkan melalui wawancara, observasi, dan dokumentasi, lalu dianalisis dengan Porter’s Five Forces dan SWOT. Hasil menunjukkan kekuatan GNL meliputi variasi produk, konsistensi promosi video, dan distribusi online-offline yang efektif. Kelemahan mencakup keterbatasan SDM dan brand awareness yang masih berkembang. Peluang strategis terdapat pada e-commerce, tren live streaming, dan co-creation produk, sedangkan ancaman berasal dari produk impor murah dan substitusi tinggi. Strategi SO, ST, WO, dan WT diterapkan melalui peningkatan konten, kolaborasi affiliate, penyesuaian harga, serta penguatan komunikasi pelanggan. Studi ini menegaskan bahwa kombinasi Porter’s Five Forces dan SWOT mampu memberikan gambaran komprehensif strategi bersaing UMKM di era digital. This study aims to analyze the competitive strategies of GNLTheLabel, a local fashion MSME, in facing intense market competition. Using a qualitative case study approach, data were collected through interviews, observations, and documentation, then analyzed with Porter’s Five Forces and SWOT frameworks. The findings reveal GNL’s strengths in product variety, consistent video marketing, and effective online-offline distribution. Weaknesses include limited human resources and developing brand awareness. Strategic opportunities lie in e-commerce, live streaming trends, and product co-creation, while threats come from cheap imported goods and high product substitution. SO, ST, WO, and WT strategies were implemented through content enhancement, affiliate collaboration, price adjustments, and strengthened customer communication. This study highlights that integrating Porter’s Five Forces and SWOT provides a comprehensive understanding of competitive strategies for MSMEs in the digital era.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Asep Nuryadin: 6745757
    Uncontrolled Keywords: Manajemen Strategi, Porter’s Five Forces, Strategi Bersaing, SWOT, TOWS. Competitive Strategy, Strategy Management, Porter’s Five Forces, SWOT, TOWS.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
    Depositing User: M Praya Kays Hakim
    Date Deposited: 16 Sep 2025 02:51
    Last Modified: 16 Sep 2025 02:51
    URI: http://repository.upi.edu/id/eprint/137571

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