ANALISIS OPERASIONAL DAN STRATEGI PENGEMBANGAN UMKM MISSEGGTART MEULABOH DENGAN PENDEKATAN 7S FRAMEWORK DAN LOGICAL FRAMEWORK APPROACH

Abstrak

Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam perekonomian Indonesia karena berkontribusi besar terhadap Produk Domestik Bruto (PDB) dan penyerapan tenaga kerja. Salah satu UMKM kuliner yang berkembang pesat di Meulaboh adalah MissEggtart, produsen pastry modern dengan berbagai varian produk seperti pie, creampuff, tiramisu, dan banoffee. MissEggtart dikenal sebagai oleh-oleh khas Meulaboh dan telah mendapatkan pengakuan dari media lokal maupun nasional. Penelitian ini bertujuan untuk menganalisis operasional dan strategi pengembangan MissEggtart melalui pendekatan 7S Framework (strategy, structure, system, shared values, style, staff, skills), serta Logical Framework Approach (LFA) sebagai alat perumusan strategi pengembangan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara mendalam, dan telaah dokumen operasional selama kurang lebih dua bulan. Hasil analisis menunjukkan bahwa MissEggtart memiliki keunggulan pada diferensiasi produk, kualitas rasa, brand yang kuat, dan nilai unik berupa pengalaman kuliner premium dengan kemasan ikonik khas Meulaboh. Namun, ditemukan beberapa permasalahan, antara lain struktur organisasi yang masih sederhana dan sangat tersentralisasi pada pemilik, sistem operasional dan keuangan yang masih manual, kapasitas produksi terbatas saat peak season, serta pemanfaatan digital marketing yang belum optimal. Melalui analisis 7S dan LFA, penelitian ini merumuskan strategi pengembangan yang mencakup penguatan sistem operasional, penambahan dan pelatihan staf, digitalisasi pencatatan dan pemasaran, serta pengembangan kapasitas produksi. Strategi ini diharapkan mampu meningkatkan daya saing dan keberlanjutan MissEggtart sebagai ikon UMKM kuliner di Meulaboh.

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia’s economy as they contribute significantly to the Gross Domestic Product (GDP) and employment absorption. One rapidly growing culinary MSME in Meulaboh is MissEggtart, a producer of modern pastry products offering various items such as pies, creampuffs, tiramisu, and banoffee. MissEggtart has become a well-known culinary souvenir of Meulaboh and has received recognition from both local and national media. This study aims to analyze the operational system and development strategies of MissEggtart using the 7S Framework (strategy, structure, system, shared values, style, staff, skills), and the Logical Framework Approach (LFA) as a tool for formulating development strategies. The research employs a descriptive qualitative approach, utilizing data collection techniques such as observation, in-depth interviews, and document analysis conducted over approximately two months. The results indicate that MissEggtart possesses strengths in product differentiation, taste quality, strong branding, and the unique value of offering a premium culinary experience with iconic Meulaboh-styled packaging. However, several challenges were identified, including a simple organizational structure that remains highly centralized under the owner, manual operational and financial systems, limited production capacity during peak seasons, and suboptimal use of digital marketing. Through the 7S Framework and LFA analysis, this study formulates development strategies that include strengthening operational systems, adding and training staff, digitalizing financial and marketing activities, and expanding production capacity. These strategies are expected to enhance MissEggtart’s competitiveness and sustainability as a culinary MSME icon in Meulaboh.