Analysis of the Decision-Making Process as a Supplier of Fresh Vegetable and Fruit Raw Materials in Modern Retail Store

Entrepreneurship Department, BINUS Business School Undergraduate Program, 11480 Bina Nusantara University, Indonesia

^* Corresponding author: michelle.aurelia@binus.ac.id

Abstract

This research is entitled analysis of the decision-making process of business cooperation as a supplier of raw materials for fresh vegetables and fruits in supply chain management of modern retail stores. The decision-making process is important process for the entire business field especially for them that want to develop their business in marketing and modern retail. Analysis in the decision-making process in this collaboration from several stores are very helpful directly by businesspeople, the analysis object of this study is from several stores in Malang city such as Lai-lai, Hypermart and Superindo. The analytical method that used in this study is a descriptive qualitative approach with the analytical tool used is the triangulation method. The collaborative of decision-making process can be taken from 2 (two) aspects in food supply chain networking, namely chain management and value chain business processes. Based on the results of the research, it is known that the decision-making process of business cooperation is seen from chain management by sending product samples and providing organic certification which are as the main thing of cooperation agreements. Meanwhile, the value of chain business process contains activities carried out when a cooperation agreement has been entered into, starting from ordering, shipping, storing, checking, to repeat orders. Those are highly regulated with neat and scheduled details so that the management is more organized than traditional markets.