SOCIAL CAMPAIGN TO HELP INCREASING WARUNG OWNERS' MOTIVATION ON DOING BUSINESS INNOVATION TO RAISE TRADITIONAL STALLS' COMPETITIVENESS

• Main Author: Hikmah Nur Karimah, Rahmi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65005
• Institution: Institut Teknologi Bandung

Warung (traditional stalls) are small (micro) retail businesses that sell people's daily needs. This business model can be found in all corners of Indonesia, whether in big or small cities, suburban or rural areas. Traditional stalls are often also called "warung tetangga" (neighbor's stalls) because the main consumers are neighbors who live around the stalls. This proximity to community settlements is an advantage of the warung business compared to other larger retail outlets such as markets, hypermarkets, or department stores. However, the emergence of minimarket and e-commerce retail formats outperforms traditional warungs because they also offer the same location as warungs, coupled with much more modern features and more complete products. This resulted in the market share of traditional stalls decreasing. Unfortunately, many shop owners remain silent and run the businesses as they are because they don't feel capable of doing anything to increase their business due to limited capital and resources. In this case, campaign can be used to increase the motivation to innovate for traditional stall owners. This way, warung can have competitiveness to survive the retail business competition.