WARUNG PECAK DUREN: KULINER TRADISIONAL SUNDA BERKELANJUTAN DI KOTA MODERN TANGERANG SELATAN
Abstract
Penelitian ini bertujuan untuk menganalisis strategi keberlanjutan kuliner tradisional Sunda dalam menghadapi tantangan urbanisasi dan globalisasi di Kota Tangerang Selatan, dengan studi kasus Warung Pecak Duren. Warung ini dikenal dengan keunikannya dalam menyajikan hidangan khas Sunda, seperti pecak ikan, yang disajikan menggunakan metode masak tradisional dan bumbu khas. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus, di mana data dikumpulkan melalui wawancara dengan pemilik dan pengunjung warung, serta observasi langsung. Analisis SWOT dan SOAR digunakan untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang dihadapi oleh Warung Pecak Duren, serta aspirasi dan hasil yang ingin dicapai. Hasil penelitian menunjukkan bahwa tantangan utama yang dihadapi adalah aksesibilitas lokasi dan persaingan dari restoran modern, namun warung ini mampu bertahan melalui pemanfaatan strategi pemasaran digital, kolaborasi dengan influencer kuliner, serta diversifikasi menu untuk menarik pelanggan baru. Selain itu, keterikatan pelanggan terhadap nilai-nilai budaya dan tradisi juga berkontribusi pada keberlanjutan bisnis ini. Penelitian ini memberikan wawasan bagi pengusaha kuliner tradisional dalam mengadaptasi usaha mereka di tengah dinamika modernisasi, sekaligus mendukung pelestarian warisan budaya lokal.
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