Published 2025-12-21
Keywords
- MSME,
- decision-making,
- human resource management,
- capital management,
- marketing strategy
How to Cite
Abstract
This study aims to analyze decision-making processes of MSME (Micro, Small, and Medium Enterprises) actors in facing challenges related to human resources, capital, raw materials, and marketing. The research employed a qualitative approach with an descriptive qualitative method, using interviews and direct observation at Toko Tri Putri, established in 2006. The results indicate that the MSME faces limitations in workforce, fluctuating capital, and management of seasonal inventory. Decisions are made adaptively, prioritizing available resources, adjusting stock and prices, and relying on word-of-mouth marketing. The discussion links findings with decision-making theory and MSME management, showing that the strategies applied are effective despite the absence of formal systems. The implications of this study provide practical guidance for other MSMEs to improve the effectiveness of their decision-making processes.
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