Faktor penentu kejayaan usahawan kuih tradisional di Daerah Papar, Sabah (Determinant Factors for the Success of Traditional Cookies Entrepreneurs in Papar District, Sabah)

Johan Johnes, Nur Faraeein Zainal Abidin, Jabil Mapjabil, Nur Izzah Nabilah Haron, Siti Hairah Taba, Corina Claire Alexander

Abstract


Keusahawanan tempatan adalah pemangkin terhadap pembangunan komuniti di sesebuah kawasan. Daerah Papar adalah sinonim dengan salah satu keusahawanan tempatan di Sabah iaitu penghasilan kuih tradisional. Populariti keusahawanan kuih tradisional yang berjaya sehingga ke peringkat pasaran antarabangsa mendorong pengkaji untuk meneliti faktor penentu kejayaan usahawan kuih tradisional di daerah berkenaan. Objektif utama kajian ini adalah untuk meneliti faktor dalaman dan faktor luaran yang mempengaruhi kejayaan mereka dalam keusahawanan kuih tradisional. Kajian ini menggunakan kaedah kualitatif iaitu teknik temu bual tidak langsung, temu bual mendalam, penglibatan ikut serta dan pemerhatian di lapangan. Sehubungan itu, seramai 11 orang informan terlibat dalam kajian ini. Berdasarkan hasil analisis SWOT, kajian ini berjaya menentukan faktor dalaman dan faktor luaran kejayaan usahawan kuih tradisional di daerah Papar. Untuk aspek kekuatan (S), faktor yang dikenal pasti adalah tahap pengetahuan, sikap berniaga, resipi, modal perniagaan dan kemahiran berkomunikasi. Untuk kelemahan (W) pula, faktor seperti asas keusahawanan yang lemah, kekangan modal perniagaan, sikap negatif dalam berniaga, kurang kemahiran berkomunikasi dan kelemahan pengurusan adalah faktor yang menghalang kejayaan usahawan. Analisis peluang (O) menunjukkan aspek bantuan modal perniagaan, penggunaan media sosial, kursus keusahawanan, permintaan pelanggan dan sasaran pasaran mempengaruhi faktor kejayaan usahawan kuih tradisional di Papar. Analisis ancaman (T) mendapati aspek persaingan produk, dominasi syarikat besar, kualiti produk, kos pengeluaran dan kekurangan sumber adalah halangan yang dikenal pasti. Hasil kajian ini adalah relevan khususnya kepada pihak pemegang taruh kerana boleh dijadikan sebagai panduan pelan strategik untuk membangunkan sektor keusahawanan Perusahaan Kecil dan Sederhana yang berdaya saing dan bertaraf global.

Kata kunci: faktor penentu kejayaan, keusahawanan tempatan, kuih tradisional, Papar, Perusahaan Kecil dan Sederhana, usahawan

Abstract

Local entrepreneurship is the catalyst for community development in some region. The Papar District is synonymous with one of the local entrepreneurship in Sabah which is the production of traditional cookies. The popularity of traditional cookies have brought the businesses into the international market and it has encouraged researchers to look at the factors that determine the success of traditional cookies entrepreneurs in Papar, Sabah. The main objective of this study is to examine the internal factors and external factors that have influenced the success in traditional cookies entrepreneurship. This study uses qualitative methods of informal interviews, in-depth interviews, participating involvement and observations. In this regard, 11 informants were involved in this study. Based on SWOT analysis results, this study has successfully determined the internal factors and external factors that contributes to the success of traditional cookies entrepreneurs in the Papar district. For the strength (S) aspect, the factors involved are the level of knowledge, business attitude, recipes, and business financial capital and communication skills. For weaknesses (W), factors such as weak in basic entrepreneurship, business capital constraints, negative attitudes in business, lack of communication skills and weak in management are the factors that affect the success of local entrepreneurs. Opportunities (O) analysis shows the aspects of financial assistance, the use of social media, entrepreneurship programs, customer demand and target markets have influenced the success factors of traditional cookies entrepreneurs in Papar, Sabah. Analysis of the threats (T) found that the aspects in product competition, large company domination, product quality, and production cost and resource shortage were identified as the threats factors. The results of this study are relevant especially to the stakeholders as it can be used as a strategic plan guide to develop a competitive small medium entreprenuer nationally and globally.

Keywords: success determinant factors, local entrepreneurship, traditional cookies, Papar, Small and Medium Enterprise, entrepreneur


Keywords


analisis SWOT, perusahanan kecil dan sederhana, usahawan, kuih tradisional

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