PENERAPAN BLUE OCEAN STRATEGY PADA UMKM SOTO KAYU BAKAR PAK MAN: Menciptakan Inovasi Nilai melalui Pengalaman Kuliner Tradisional
DOI:
https://doi.org/10.69714/vzbb4n07Keywords:
Blue Ocean Strategy, MSMEs, value innovation, product differentiation, digital marketing, traditional culinary experienceAbstract
This study aims to analyze the implementation of Blue Ocean Strategy in Soto Kayu Bakar Pak Man MSMEs in creating value innovation throught and improving competitiveness in the culinary business sector. The research employed a descriptive qualitative approach using field research and library research methods. Primary data were obtained through interviews, observations, and documentation, while secondary data were collected from journals, books, and other relevant scientific sources. The results show that Soto Kayu Bakar Pak Man successfully implemented the Blue Ocean Strategy concept through product differentiation and unique consumer experiences. The use of firewood in the cooking process creates a distinctive taste and aroma that become the product’s identity and provide emotional value for consumers. In addition, affordable prices, strategic location, menu variety, as well as the use of social media and collaboration with influencers strengthen the business attractiveness. These strategies are able to create new market spaces, increase customer loyalty, and strengthen the competitive advantage of the business amid increasingly intense competition in the culinary industry
References
[1] Adetya, Aulia. “SYSTEMATIC LITERATURE REVIEW: PENGARUH PENERAPAN BLUE OCEAN STRATEGY (BOS) TERHADAP KEUNGGULAN KOMPETITIF DAN KINERJA UMKM." Jurnal Kebijkan Pembangunan. Volume 19, No. 1 , Juni 2024, Hal 89–98, https://doi.org/10.47441/jkp.v19i1.356
[2] Arifa, Saffana Putri, and Nurfahmiyati. “Strategi Pengembangan Bisnis UMKM Rengginang Dengan Pendekatan Blue Ocean Strategy,” Jurnal Riset Ekonomi dan Bisnis. Volume 4, No. 1, Juli 2024, Hal 65–72. https://doi.org/10.29313/jrieb.v4i1.3702
[3] Farha, Auva Novia, Feti Fatimah, and Rusdiyanto. “Pengaruh Orientasi Kewirausahaan , Pemilihan Lokasi Usaha , Dan Karakteristik Wirausaha TPengaruh Orientasi Kewirausahaan, Pemilihan Lokasi Usaha, Dan Karakteristik Wirausaha Terhadap Keberhasilan Usaha Pada Warung Madura Di Jember,” Jurnal Ilmiah Manajemen dan Kewirausahaan. Volume. 4, Nomor. 3 September 2025, Hal 292-305.https://doi.org/10.55606/jimak.v4i3.4827
[4] Iwan, Purwatiningsih, and Sopyan. “Analisis Peran Influencer Marketing Dalam Membangun Brand Awareness Dan Kepercayaan Konsumen Pada Generasi Z.” Jurnal Ekonomi dan Manajemen. Volume. 5, Nomor. 1 Maret 2025, Hal 99-116.https://doi.org/10.55606/optimal.v5i1.5698
[5] Izzaty, Ismi Hashina, and Fitriani Nur Utami. “PENGARUH CONTENT PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TIKTOK TERHADAP PURCHASE INTENTION PRODUK KOSMETIK MADAME GIE DI JAKARTA MADAME”. Jurnal Ekonomi Pembangunan. Vol 6 No 2 Mei 2024, Hal 379–85. DOI : 10.36985/ekuilnomi.v6i2.1302
[6] Izzaty, Nur, Rr Seza Pramuditha, Hasan Yudie Sastra, and Didi Asmadi. “Perancangan Strategi Pengembangan Bisnis Bakery Dengan Pendekatan Blue Ocean Strategy ( Studi Kasus Bread Love Bakery )”. Performa: Media Ilmiah Teknik Industri. Vol. 23, No. 1, 2024, Hal. 1-9. doi.org/10.20961/performa.23.1.72087
[7] Kamil, Ahmad Saropi, Isroatul Barokah, Nadya Syafa Harahap, and Ahmad Azwar Deni. “PEMANFAATAN MEDIA SOSIAL SEBAGAI STRATEGI MARKETING UMKM DI ERA DIGITAL”. Jurnal Ilmiah Mahasiswa Dakwah dan Komunikasi Islam. Vol. 03, No.01, 2024, Hal 1-14.https://doi.org/10.32923/dla.v3i1.4474
[8] Kardana, Muhammad Taufik, and Laura Lahindah. “PENERAPAN STRATEGY BLUE OCEAN PADA KOPI BIRU UNTUK MERAIH VALUE INNOVATION”. Journal ofAccounting and Business Studies. Vol. 6, No. 1, Maret 2021, Hal 19–34.https://doi.org/10.61769/jabs.v6i1.511
[9] Lexy J. Moleong. Metodologi Penelitian Kualitatif. Bandung: PT Remaja Rosdakarya, 2018
[10] Mekasari, Firsta Koesdyah, and Dina Novia Priminingtyas. “STRATEGI PENGEMBANGAN USAHA MIE INSTAN PROBIOTIK DENGAN METODE BALANCED SCORECARD DAN BLUE OCEAN STRATEGY (STUDI KASUS PADA UMKM NOODLEKU, KECAMATAN KEDUNGKANDANG, KOTA MALANG)”. Jurnal Ekonomi Pertanian dan Agribisnis (JEPA). Volume 6, Nomor 4 (2022), Hal 1507–19.DOI: https://doi.org/10.21776/ub.jepa.2022.006.04.25
[11] Nisrina, Delima Nurul, Ribhan, and Nurul Husna. “Analysis of Business Implementation through the Blue Ocean Strategy Approach in an Effort to Face Competition in Mamikeki Culinary SMEs” Asian Journal of Applied Business and Management (AJABM),Volume.3, No.2, 2024, hal: 77–88. https://doi.org/10.55927/ajabm.v3i2.9405
[12] Permata, Friska Gania, and Deri Apriadi. “Strategi Pengembangan Daya Saing UMKM Soto Cak Udin Dalam Menghadapi Persaingan Pasar” Jurnal Publikasi Ekonomi dan Akuntansi, Volume 5, Nomor 3, September 2025, Hal: 695–705.https://doi.org/10.51903/jupea.v5i3.4324
[13] Purwana, Dedi, Rahmi, and Shandy Aditya. “PEMANFAATAN DIGITAL MARKETING BAGI USAHA MIKRO, KECIL, DAN MENENGAH (UMKM)DI KELURAHAN MALAKA SARI, DUREN SAWIT” Jurnal Pemberdayaan Masyarakat Madani (JPMM), Vol. 1 No. 1 Juli 2017, Hal: 1–17.https://doi.org/10.21009/JPMM.001.1.01
[14] Putri, Feby Ananda, Muhammad Nur, and Muhammad Ihsan Hamdy. “Analisis Strategi Pemasaran Usaha Pada UMKM Menggunakan Pendekatan Blue Ocean Strategy (BOS) Dan Technique For Order Preference By Similarity To Ideal Solution (TOPSIS)” Jurnal Manajemen & Teknik Industri – Produksi, Volume XXV, No.2, Maret 2025, Halaman 153 - 164.doi: 10.350587/Matrik v25i2.8684
[15] Putriana, Rahmi, and Syukur Kholil. 2024. “Analisis Trik Dan Teknik Marketing Generasi Z Dalam Mempromosikan Produk Somethinc Di Instagram” Manajemen Informatika dan Komunikasi,Volume 5,No.2, 2024, Hal: 1676–84.doi: 10.350587/Matrik v25i2.8684
[16] Rakhmanita, Ani. 2021. “Karakteristik Usaha Mikro, Kecil Dan Menengah Dalam Mengelola Keuangan Di Desa Gunung Sindur, Kabupaten Bogor” Jurnal Ekonomi & Manajemen Universitas Bina Sarana Informatika,Volume19.No 2, Hal: 107–12.https://doi.org/10.31294/jp.v17i2
[17] Risnawati, Henny, and Mulyadi. 2025. “Pengaruh Produk, Harga, Promosi, Dan Distribusi Terhadap Keputusan Pembelian Konsumen UMKM Kuliner Di Jakarta Timur”. Jurnal Ekonomi dan Pendidikan. Volume 8 Nomor 2 Bulan Juli 2025, Hal. 25-32.DOI:10.26858/jekpend.v8i2.76500
[18] Sanistasya, Poppy Alvianolita, Kusdi Rahardjo, and Mohammad Iqbal. 2019. “Pengaruh Literasi Keuangan Dan Inklusi Keuangan Terhadap Kinerja Usaha Kecil Di Kalimantan Timur The Effect of Financial Literacy and Financial Inclusion on Small Enterprises Performance in East Kalimantan” Jurnal Economia, Volume 14, Nomor 1, April 2014, Hal. 48–59.https://doi.org/10.21831/economia.v15i1.23192
[19] Sugiono, Ahmad, Agus Rahayu, and Lili Adi Wibowo. 2021. “Applying ERRC of Blue Ocean Strategy : A Value Innovation for Contracting Carrier Company Study Case in Indonesia” Journal of Governance Risk Management Compliance and Sustainability (JGRCS). Volume 1, Number 2, 2021, Hal. 18-27. https://doi.org/10.31098/jgrcs.v1i2.687
[20] Sugiyono. Metode Penelitian Kualitatif, Kuantitatif, dan R&D. Bandung: Alfabeta, 2024.
[21] T.H.Tambunan, Tulus. 2012. “PERAN USAHA MIKRO DAN KECIL DALAM PENGENTASAN KEMISKINAN DI DAERAH,” Jurnal Bina Praja. Volume 4, No. 2, Juni 2012, Hal. 73–92.https://doi.org/10.21787/jbp.04.2012.73-92
[22] Wibowo, Arief Nugroho, and Indah Pangesti. 2025. “Pengaruh Pemanfaatan Digital Marketing Terhadap Peningkatan Penjualan UMKM” Jurnal Ilmiah Ekonomi. Vol. 1, No. 4, Tahun 2025, Hal. 2278-2286.https://doi.org/10.63822/kjagsd53
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Ilmiah Manajemen dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
