Peningkatan Literasi Ekonomi Mikro tentang Persaingan Usaha pada UMKM Nanda Store di Samarinda

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting the economy through job creation and local economic development. Nanda Store is a retail MSME in Samarinda City engaged in fashion, accessories, and cosmetics. In running its business, Nan da Store faces intense market competition due to the large number of similar businesses offering comparable products. This community service activity aims to provide education about perfect and imperfect market competition so that business owners can understand their market position, determine competitive strategies, and improve product and service differentiation. The methods used include observation, interviews, and direct educational activities with the business partner. The results showed that the business owner gained a better understanding of the importance of differentiation strategies, competitive pricing, and the use of social media promotion to maintain business competitiveness. This educational activity is expected to help Nanda Store face market dynamics and improve business sustainability amid the growing retail competition.