BUILDING A UNIQUE VALUE PROPOSOTION TO CREATE A COMPETITIVE ADVANTAGE IN THE BANJARI MEDAN DONUT UMKM

Abstract

This study aims to analyze the unique value proposition development strategy in order to create a competitive advantage in the Jambari Donat Medan Micro, Small, and Medium Enterprises . In the increasingly fierce culinary industry competition, Micro, Small, and Medium Enterprises are required to be able to present a value proposition that is different, relevant, and in accordance with customer needs. This study uses a descriptive qualitative approach through in-depth interviews and direct observation of the operational activities of the Micro, Small, and Medium Enterprises . The research findings show that Jambari Donat is able to build a unique value proposition through taste innovation, product quality consistency, utilization of local raw materials, and personalized service to customers. In addition, differentiation strategies based on organoleptic quality, attractive packaging, and the use of digital media have been proven to increase brand visibility and customer loyalty. The results of the study confirm that a strong value proposition not only acts as a differentiator in a competitive market but also becomes the foundation for building long-term competitive advantage. Thus, the Jambari Donat Micro, Small, and Medium Enterprises need to maintain and develop these value proposition elements to ensure business sustainability amidst changing consumer preferences and increasingly rapid market dynamics.