Food Stall Owners’ Strategies in Response to Rice Price Surges: a Grounded Theory Analysis
Abstract
The contemporary rice price surges are affected by several factors including natural, production-related, and even political factors. Food stall business owners affected by these surges need to make optimal decisions and strategies to ensure their business survival. This research aimed at identifying the strategies adopted by the affected food stall business owners. The study used a qualitative method with a Grounded Theory approach by conducting interviews with 6 respondents consisting of food stall owners in Jakarta. Based on the findings, 22 codes forming 5 categories were identified. This identification concluded 3 strategical themes: Price Adjustments, Substitution, and Omni-Channel totalling 24 points. The most common strategy applied by the participants is Price Adjustments as common as 21 points. This strategy is adopted to mitigate the impact of rising rice prices and maintain operations by focusing on price adjustments (13 points), portion sizes (5 points), and rice quality (3 points).
Keywords: Food Stall Business Strategy, Grounded Theory, Rice Price Surges.
References
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Creswell, J. W. (2012). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research. Boston, MA: Pearson.
Daswirman., Syafer, E., Arda, E., Heikal, J. (2023). SWOT analysis of the transfer from structural positions to functional positions in the Regional Development Planning Agency (BAPPEDA) of Payakumbuh City using the Grounded Theory method. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB). Vol 2(1): 316-324.
Elfira, R., Oki, H., Kettipusem, S, R., Heikal, J. (2023). SWOT Analysis at Inspektorat of Kota Payakumbuh Through Grounded Theory Research Methods. Business and Investment Review. Vol 1(4).
Fauzan, H., Heikal, J. (2024). Grounded Theory Analysis on It Consultant Company Survival Strategy in The Vuca Era. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE). Vol 7(2) : 2208-2226.
Fiantika, F, R., Wasil, M., Jumiyati, S., Honesti, L., Wahyuni, S., Mouw, E., Jonata., Mashudi, I,, Hasanah, N., Maharani, A., Ambarwati, K., Noflidaputri, R., Nuryami., Waris, L. (2022). PT Global Eksekutif Teknologi : 3.
Food and Agriculture Organization of the United Nations. (2022). Production of Rice: top 10 producers, Average 1994-2022. Available at: https://www.fao.org/faostat/en/#data/QCL/visualize, accessed on March 25, 2024.
Gusmeri., Desmalina., Harsemarozi., Heikal, J. (2023). Analysis of Innovation “Puber Anak Melania” in Acceleration of Birth Certificate Ownership for Children 0-18 years in the Dinas Kependudukan dan Pencatatan Sipil Kota Payakumbuh using Grounded Theory. Jurnal Ekonomi Manajemen dan Bisnis. Vol 2(1). 303-309.
Haryanti, U., Aulia, A., Iswara, N., Haikal, J. (2023). Analisa Rendahnya Pendataan Penduduk Non Permanen Di Kota Payakumbuh Dengan Menggunakan Metoda Grounded Theory. Jurnal Ekonomi Manajemen dan Bisnis. Vol 2(1): 310-315.
Jaya, H, P., Soviatun, N., Akhasan, L., Heikal, J. (2022). Intention in using Domestic Medical Devices Based on Grounded Theory. Jurnal Indonesia Sosial Sains. Vol. 3(12).
Masnur, Moh., & Heikal, J. (2024). Motivasi Petani Muda dalam Penggunaan Agnes Hayati Trichoderma Spp. Pada Budidaya Pertanian dalam Studi Grounded Theory. Jurnal Media Akademik (JMA), 2, 1366-1379.
Pratama, A., Heikal, J. (2024). Strategic Integration of ESG Principle : An Analysis of Sustainable Business Practice at NWP Property. Jurnal SCIENTIA. Vol 13(1).
Putra, N, A, K., Heikal, J., Irawan, A., Syahda, Z, N. (2024). Analysis of Factors that Caused Fanwar between K-POP Fandom on Tiktok using Grounded Theory Analysis. Vol 5(2).
Putri, M, S., Heikal, J. (2023). Analisis Kualitatif terhadap Kepuasan dan Loyalitas Pelanggan Kedai Kopi Gayo menggunakan Grounded Theory. Jurnal Informatika Ekonomi Bisnis. Vol 5(1). 28-33.
Putri, R, Y., Heikal J.M. (2023). Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Konsumen Noru Coffee Di Bukittinggi. Jurnal Ekonomi Bisnis. Vol 29(2).
Ramadona, D, D., Fitria, Y., Nazmi, F., Heikal, J. (2023). SWOT Analysis of Organic Waste Crushing Mechines using Grounded Theory. Jurnal Ekonomi Manajemen dan Bisnis. Vol 2(1): 297-302.
Ridwan, D., Heikal, J. (2023). Application of Artificial Intelligence (AI)in Television Industry Management Strategy using Grounded Theory Analysis: A Case on TVOne. Jurnal SCIENTIA. Vol 12(3).
Sistesya, D., Gelvi., Hanifeliza, R., Heikal, J. (2023). SWOT Analysis to get Bappeda Strategies in Implementing Planning Services Quality Regional Development in Payakumbuh City. Jurnal Ekonomi Manahemen dan Bisnis. Vol 2(1): 335-342.
Sudirman., Kondolayuk, M, L., Sriwahyuningrum, A., Cahaya, I, M, E., Astuti, N, L, S., Setiawan, J., Tandirerung, W, Y., Rahmi, S., Nusantari, D, O., Indrawati, F., Fittriya, N, L., Aziza, N., Kurniawati, N., Wardhana, A., Hasanah, T. (2020). Metodologi Penelitian 1. CV Media Sains Indonesia: 198.
Wicaksono, M, H, S., Putri, J, H., Oktarini, D, I., & Heikal J. (2024). Analisis Faktor Perubahan Gaya Hidup Gen Z di Daerah Jakarta dalam Penggunaan Fasilitas Fitness Center menggunakan Teori Grounded. Jurnal Media Akademik (JMA), 2, 1585-1599.
Wicaksono, M, H, S., Putri, J, H., Oktarini, D, I., Heikal, J. (2024). Analisis Faktor Perubahan Gaya Hidup Gen Z Di Daerah Jakarta Dalam Penggunaan Fasilitas Fitness Center Menggunakan Teori Grounded. Jurnal Media Akademik (JMA). Vol 2(1).
Wuryantadi, D., Heikal, J. (2023). Financial Performance Segmentation Changes on Properties and Real Estate Industries for Acquisition. Cerdika: Jurnal Ilmiah Indonesia. Vol 2(10):982-988.
Wuryantadi, D., Heikal, J. (2023). Mergers and Acquisitions Valuation for the Acquisition of PT Lippo Karawaci Tbk by PT Sumi Sepong Damai Tbk. Jurnal Ilmiah Indonesia. Vol 3(10): 974-981.
Zarkasih, A, R., Meilany, H., Michael., Heikjal, J. (2024). Analisis Faktor Utama Pendukung Akselerasi Inovasi Industri di Indonesia. Jurnal Manajemen Bisnis Eka Prasetya. Vol 10(1): 95-100.
Published
2024-09-11
Section
Articles
Copyright (c) 2024 Pratiwi Pratiwi, Putri Syifa Humaira, Annisa Nurwanda Putri, Jerry Heikal
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