Analisis Serfo Terhadap Strategi Pengembangan Umkm Kuliner Pada Usaha Mie Ayam Punkshit Enggal Jatim

Abstract

Micro, small, and medium enterprises in the culinary sector face increasingly complex pressures, including intense local competition, fluctuating raw material prices, operational vulnerability, and the need to adapt to digital markets. This study aims to analyze the business development strategy of Mie Ayam Punkshit Enggal Jatim using the SERFO framework, which covers Strength, Efficiency, Risk, Finance, and Opportunity. The research applies a descriptive qualitative case study approach. Data were obtained through in-depth interviews with the business owner, field observation, and documentation of business activities and digital media use. Data were analyzed through reduction, categorization, thematic coding, SERFO mapping, and source and technique triangulation. The findings show that the main strength of the enterprise lies in homemade seasoning, distinctive personal branding based on street punk identity, community-based customer loyalty, and consistent service quality. Efficiency is reflected in family-based labor management, cold storage for raw materials, and low-cost organic digital marketing. The major risks are irregular operating schedules, commodity price volatility, weather dependence, and strong reliance on the owner. Financial management remains simple but shows internal cash control and post-pandemic resilience. Opportunities emerge from delivery service optimization, digital engagement, niche-market positioning, and planned branch expansion. The study concludes that SERFO analysis provides a practical and integrative tool for designing development strategies for culinary MSMEs with unique community-based branding.