Business Development Strategy in Increasing Consumer Buying Interest in Spicy Noodles at Warung 99 Permata Sudiang Raya, Biringkanaya District, Makassar City

Abstract

This study aims to determine business development strategies to increase consumer interest in buying spicy noodles at the 99 Permata Sudiang Raya stall, Biringkanaya District, Makassar City, and to identify supporting and inhibiting factors. The study used a qualitative approach, data collection techniques through interviews, observation, and documentation. Research informants consisted of the business owner, two employees, and consumers. Data analysis techniques used were data reduction, data presentation, and conclusion drawing. The results showed that the business development strategy was carried out through product innovation with variations in spiciness levels from level 1 to 10. Setting affordable prices, improving service quality, utilizing social media and online delivery services. Supporting factors include a strategic location, consistent taste quality, competitive prices, and human resources (HR) by providing good service to consumers. While inhibiting factors include competition from similar businesses and limited financial resources in business development.