Dampak Penataan Kawasan Malioboro Terhadap Strategi Pemasaran Dan Kinerja UMKM
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Penelitian ini menganalisis dampak penataan kawasan Malioboro terhadap strategi pemasaran dan kinerja UMKM di sekitarnya. Metode yang digunakan adalah pendekatan kualitatif dengan pengumpulan data melalui wawancara mendalam, observasi langsung, dan studi dokumentasi. Hasil penelitian menunjukkan bahwa penataan kawasan Malioboro berdampak signifikan terhadap perubahan strategi pemasaran UMKM, terutama dalam pemanfaatan media sosial dan peningkatan citra produk lokal. Selain itu, penataan kawasan memberikan kontribusi terhadap kinerja UMKM dengan meningkatkan daya saing produk dan pendapatan. Namun, sebagian besar pedagang kaki lima mengalami penurunan omzet akibat berkurangnya jumlah wisatawan yang mengetahui lokasi baru mereka. Beberapa pedagang juga memaksa menaikkan harga barang dan mengurangi jumlah karyawan untuk mengurangi penurunan pendapatan. Penelitian ini menyimpulkan bahwa penataan kawasan memberikan manfaat dalam aspek tata ruang dan pariwisata, kebijakan yang lebih komprehensif diperlukan untuk menjamin keberlangsungan ekonomi pelaku UMKM. Oleh karena itu, kerja sama antara pemerintah dan pelaku usaha menjadi faktor penting dalam memaksimalkan manfaat dari penataan kawasan ini.
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DOI: https://doi.org/10.37531/yum.v8i1.8135
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