Strategi Bersaing pada Bengkel Motor Diego Lumajang

Abstract

The continued growth of the motorcycle industry in Indonesia has led to increasingly fierce competition in the repair shop sector. Bengkel Motor Diego Lumajang, which has been in operation for 25 years, faces competition from various motorcycle repair shops in the Lumajang District. This study aims to analyze the competitive strategies implemented by Diego Motorcycle Repair Shop in maintaining its business sustainability amid competitive competition. The research uses a descriptive qualitative approach with data collection techniques through observation, in-depth interviews, and documentation. Informants consist of the owner, manager, employees, and customers of the repair shop. Data analysis uses Porter's generic competitive strategy theoretical framework with validity testing through triangulation of techniques and sources. The results show that Diego Motorcycle Repair Shop implements three of Porter's generic competitive strategies. The cost leadership strategy is implemented by setting low profit margins and partnering directly with central suppliers. The differentiation strategy is carried out by providing longer operating hours (8:00 a.m. to 9:00 p.m.) and responsive service. The focus strategy is implemented by specializing in the automatic motorcycle segment. The combination of these three strategies is effective in maintaining customer loyalty and business sustainability.