Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

ANALISIS PENGAMBILAN KEPUTUSAN DALAM KENDALA DI UMKM TOKO BERAS D’SAYOGI

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  • Intan Nurfadilah,
  • Marisa Alya Rizkiani,
  • Rekha Fauziah Ramayandani,
  • Ujang Suherman
Intan Nurfadilah
Universitas Buana Perjuangan Karawang
Marisa Alya Rizkiani
Universitas Buana Perjuangan Karawang
Rekha Fauziah Ramayandani
Universitas Buana Perjuangan Karawang
Ujang Suherman
Universitas Buana Perjuangan Karawang

Published 2026-01-01

Keywords

  • Pengambilan Keputusan, UMKM, Pemasaran Digital, Manajemen SDM, Ritel Beras

How to Cite

ANALISIS PENGAMBILAN KEPUTUSAN DALAM KENDALA DI UMKM TOKO BERAS D’SAYOGI . (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 71-80. https://cibjournal.com/index.php/musytari/article/view/5234

Abstract

Penelitian ini bertujuan untuk menganalisis proses pengambilan keputusan dalam menghadapi kendala operasional pada UMKM Toko Beras D’Sayogi di Karawang. Fokus utama penelitian ini adalah pada identifikasi hambatan dalam pengelolaan tenaga kerja dan pemasaran digital yang menjadi isu krusial bagi keberlangsungan bisnis ritel pangan tradisional. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan explanatory survey. Data dikumpulkan melalui wawancara mendalam dengan pemilik usaha serta observasi lapangan, kemudian dianalisis menggunakan teknik deskriptif kualitatif dengan landasan teori bounded rationality dan gaya pengambilan keputusan direktif. Hasil penelitian menunjukkan bahwa Toko Beras D’Sayogi menghadapi kendala rekrutmen tenaga kerja kompeten akibat persaingan dengan ritel modern dan sistem rekrutmen yang masih bersifat informal. Dalam aspek pemasaran, adopsi teknologi digital belum optimal dikarenakan beban kerja ganda (multitasking) pemilik yang memicu kelelahan media sosial (social media fatigue). Kesimpulan dari penelitian ini adalah pengambilan keputusan pada D’Sayogi masih bersifat sentralistis dan intuitif. Implikasi dari temuan ini menekankan pentingnya delegasi tugas operasional dan pemanfaatan platform digital yang rendah hambatan teknis seperti WhatsApp Business untuk meningkatkan efisiensi pemasaran tanpa membebani kapasitas kognitif pemilik.

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