Warung Madura Community Strategy Management In Business Competition In Pasuruan City (Antonio Gramsci's Analysis Study of Capitalist Competition between Alfamaret, Indomaret, Basmalah & Warung Madura Colony)

Abstract

The aim of this research is to analyze the strategic management of the Madurese stall community in the city of Pasuruan in business competition with Indomaret, Alfamaret and the Basmalah shop owned by the Sidogiri Islamic boarding school. This research methodology uses a sociological approach. The data collection process is through interviews, observation and documentation. The data analysis technique goes through the stages of Horizontalization, Developing clusters of meaning, Textural description, Structural description, and Essentialization. The theory used as an analytical tool is Antonio Gramsci's theory of capitalist hegemony. The results of the research show that the Madurese warung community strengthens its business competition strategy by acting more solidly with fellow Madurese warungs in maintaining a unified, positive image towards social business changes that are competitive with competitors and communicative with customers. This social business strategy is unique to Madura stalls in facing capitalist competition between Alfamaret, Indomaret, Basmalah. This social business attitude is reinforced by Antonio Gramsci's opinion that in the strategy to face the war of position of Madura stalls to achieve hegemony in business competition; Firstly, Warung Madura must take an anti-passive revolution stance by demanding the neutrality of the Minister of Cooperatives and MSEs to be fairer to all MSMEs, not just siding with Indomaret. Second, Warung Maura must fight for its corporate economy (economic corporate strunggle).  The way to strengthen group consensus and greater power. Third, Madura stalls must be able to achieve civil society hegemony while maintaining good communication and service. Fourth, the Madura stall must collaborate with leadership in the production sector, namely the Basmalah shop.