KOPI HENING‘S : BUILDING BUSINESS WITHIN CONSTRAINT - RICKY ARNOLD NGGILI

Building and sustaining Micro, Small, and Medium Enterprises (MSMEs) necessitates effective management strategies, particularly to overcome challenges and foster development. This is especially pertinent for MSMEs owned and operated by individuals with disabilities. Kopi Hening’s stands out as one such enterprise, where both the proprietors and staff are individuals with hearing impairments. Kopi Hening’s operates as a coffee shop MSME, having thrived for over two years at Adi Sucipto Street No.7, Salatiga, Kec. Sidorejo, Salatiga City, Central Java. This study aims to investigate the management strategies employed by MSMEs Kopi Hening to sustain its business amidst the burgeoning competition from coffee cafes in Salatiga City. Additionally, it seeks to explore how strategic management contributes to Kopi Hening's brand awareness among coffee enthusiasts in the locality. The research methodology employed is qualitative, aiming to gather comprehensive and nuanced data to depict the business environment accurately. Data collection involved in-depth interviews analysist with Kopi Hening's proprietors, employees, and eight randomly selected consumers, interacting with them during various purchase instances. Triangulation techniques were employed to ensure the validity and accuracy of the data obtained across different interrogation sessions. The findings of this research reveal that the owner of Kopi Hening’s, despite being a person with a disability, has implemented management strategies to initiate and sustain business operations. The key actor in Kopi Hening's business undertook a thorough situational analysis using SWOT methodology to assess internal strengths, such as the ability to craft delicious, high-quality coffee from beans, coupled with afirm belief that disability does not impede entrepreneurial pursuits. However, challenges in communication arise due to all Kopi Hening’s employees being deaf. Nevertheless, opportunities abound, including the growing number of coffee aficionados in Salatiga City and the interest among individuals to learn sign language. Moreover, governmental support for MSMEs and businesses run by individuals with disabilities presents an additional opportunity. Challenges persist, notably the proliferation of coffee caffes in Salatiga catering to diverse consumer segments. Despite these challenges, Kopi Hening’s has successfully built brand awareness among consumers. Their return patronage is attributed to the unique experience of enjoying coffee while engaging in sign language learning sessions. Furthermore, the portrayal of sign language in various media has propelled its popularity, drawing more patrons to Kopi Hening’s, where they find an inclusive environment for interaction.

Key Word: Strategic Management, Brand Awareness, Inclusivity

(Tulisan ini ditulis oleh Ricky Arnold Nggili & Ignatius Bias Galih Prasadhya, merupakan abstrak dari Riset dengan judul "KOPI HENING‘S : BUILDING BUSINESS WITHIN CONSTRAINT," yang telah dipresentasikan dan dimasukan dalam Procesding Books halaman 36, 12th Gadjah mada International Conference on economics and Business dengan tema Inclusivity & Diversity in Economics, Business, and Accounting: Beyond Borders, tanggal 26-28 September 2024 di Yogyakarta)