BUSINESS DEVELOPMENT STRATEGIES OF WARUNG YADNYA SARI: A CASE STUDY OF AN MSME IN UBUD, GIANYAR, INDONESIA

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in promoting regional economic growth, generating employment opportunities, and strengthening local economic resilience. However, sustaining business performance in an increasingly competitive environment requires entrepreneurs to continuously adapt their strategies while maintaining customer trust and business competitiveness. This study aims to analyze the entrepreneurial journey of Warung Yadnya Sari, a family-owned retail business in Ubud, Gianyar, by examining its establishment, business development process, development strategies, and the factors contributing to its long-term sustainability. A qualitative approach with a case study design was employed to gain an in-depth understanding of the business development process. Data were collected through semi-structured interviews, direct observation, and document analysis, and analyzed using an interactive qualitative analysis model consisting of data collection, data reduction, data display, and conclusion drawing. The findings indicate that the sustainability of Warung Yadnya Sari is primarily supported by entrepreneurial leadership, strategic product diversification, customer-oriented service, competitive pricing, and strong relationships with the local community. The transition from selling ceremonial supplies to offering daily household necessities enabled the business to respond effectively to changing market conditions while maintaining its cultural identity. Despite facing challenges such as increasing competition, limited financial resources, and the absence of digital business practices, the enterprise has maintained sustainable growth through continuous adaptation and effective business management. This study contributes to the entrepreneurship and MSME literature by demonstrating that long-term business sustainability is achieved through the integration of entrepreneurial resilience, strategic adaptation, and customer relationship management. The findings also provide practical insights for MSME owners and policymakers in designing sustainable business development strategies for family-owned enterprises.