SURVIVAL STRATEGY FOR MICRO, SMALL AND MEDIUM ENTERPRISES IN THE MIDST OF THE ONSLAUGHT OF MODERN RETAIL - INDOMARET AT SIMPANG KIRI OF SUBULUSSALAM CITY

Abstract

The presence of national retailers such as Indomaret is often considered to threaten the resilience of local Micro, Small and Medium Enterprises (MSMEs), including in Simpang Kiri District, Subulussalam City, Aceh Province. Since 2016 until 2023, there have been four Indomaret outlets that have hit this area, which has made the resilience of MSMEs sag. Therefore, the purpose of this research is to see the condition of local MSMEs and their survival strategies in the face of the Indomaret invasion. The method used in this research is a qualitative method with a descriptive approach. Data collection techniques were carried out using observation, interview and documentation methods. The results showed that the presence of Indomaret greatly affected the decline in income of local MSME players, especially traditional shops, grocery stores, and street vendors. Because of that, MSME players do not remain silent, they make efforts to survive with product, price and place strategies. In conclusion, the onslaught of national retail has made changes to the way of doing business in this area even though initially they opposed the presence of Indomaret.