The Role of Strategy Towards Business Performance in Hijab Small Businesses

Abstract

This research is to describe and explain the role of the strategies used and their effects in improving business performance in the Azky Collection hijab small business in Melirang Wetan Village, Bungah District, Gresik Regency. This research Methodology uses a case study approach with qualitative descriptive research methods. The results show that a strategy that focuses on changing consumer tastes and carrying out several innovations has a direct role in maintaining and improving business performance at Azky Collection, as evidenced by an increase in the number of sales that continue to increase. Conclusion-The strategy used by Azky Collection is a focus differentiation strategy that can be seen in the sales results that experience an increase every year. This research contributes to the application of strategy and performance management in small businesses (SMEs), as well as the religious value that exists in hijab. Research limits-Research is only conducted in 1 (one) small business (UKM), the next research can be done by comparing with several other small businessess.