Strategi Pengembangan Usaha Ritel Pakaian Anak oleh Wirausahaan Perempuan di Era Digital (Studi pada NDS Store) Di Kota Bandung

Abstract

Abstract

This study aims to analyze the business development strategy of children's clothing retail managed by female entrepreneurs in the digital era, specifically focusing on NDS Store in Bandung City. The rapid advancement of digital technology in Indonesia has shifted consumer purchasing behavior toward e-commerce and social commerce platforms. However, female-managed micro-enterprises frequently encounter obstacles such as limited human resources, inconsistency in digital media utilization, and dual-role management challenges. This study employs a descriptive qualitative research approach. Data were gathered through in-depth interviews with key informants (the owner), main informants (employees), and supporting informants (consumers), complemented by non-participant observation and documentation. Data validity was ensured through source, method, and theoretical triangulation processed via NVivo 12 qualitative data analysis software. The results reveal that NDS Store heavily relies on Shopee as its primary sales channel, while social media platforms such as TikTok Shop, Instagram, and WhatsApp Business remain underutilized due to single-fighter management constraints. Based on strategic analysis, this study formulates business development recommendations centered on an omnichannel approach, content batching efficiency, structured live streaming schedules, digital financial management, and local reseller network expansion to enhance competitive advantage in the digital era.