The food and beverage industry in Indonesia experienced a decline in growth by -
6.88% in 2020 due to the COVID-19 pandemic and global crisis. The impact was
felt by large companies to micro-industries, facing challenges such as lack of
capital, marketing difficulties, intense competition, raw material shortages, limited
skills, and an unsupportive business climate. While UMK (Micro and Small
Enterprises) in the food and beverage sector have a high growth rate, most have
a lifespan of less than two years. Tailored business strategies are needed, with
data analysis, particularly customer insights, being the key formulation.
Implementing business analytics at the UMK level can be difficult and expensive,
necessitating a simple and cost-effective analytical business model. The initial
steps in developing an analytical business model for UMK in the food and beverage
sector involve field studies to observe local conditions and literature reviews. Data
collection is then performed by scraping data using tools like Octoparse and web
scrapers. The collected data is processed using text mining methods in R Studio.
Text mining involves data cleaning and extracting keywords based on the most
frequent reviews, categorized under the 7P framework, to identify factors
influencing customer satisfaction with UMK in the food and beverage sector.
The research steps, with the addition of using simple sentiment analysis, form the
basis for developing a simple business analytics model for UMK food and beverage
stalls. In UMK food stalls, reliability testing using Cronbach's alpha shows reliable
questionnaires, with the highest score in "promotion" (121) and the lowest in
"packaging" (80). In UMK beverage stalls, questionnaire reliability is also high, with
the highest score in "consistency" (149) and the lowest in "toilet" (71).
Respondents' conclusions for UMK food stalls are that "promotion" is the most
critical factor, while for UMK beverage stalls, "consistency" is considered the most
vital in managing the business.
This application is only applicable to certain UMK food or beverage stalls. The
offered strategies may differ for each implementation, tailored to the unique
characteristics and goals of the UMK. This framework aims to facilitate the use of
business analytics in decision-making simply based on available resources. For
example, an improvement in online platform ratings occurred after UMK beverage
stall Y implemented strategies based on the results of this simple business
analytics analysis.