EXPOSURE OF LOSSES TOWARDS MSME INCOME IN JEPARA REGENCY

Abstract

Micro-enterprises play a crucial role in strengthening the community's economy, yet they often face the risk of loss that can disrupt operational continuity. This study aims to identify factors influencing loss exposure to revenue at the Es Teh Je micro-enterprise in Nalumsari, Jepara. A descriptive qualitative approach was used, with data collection techniques including interviews, observation, and simple documentation. The results indicate that the business's success in avoiding losses during its two years of operation is due to several key strategies, such as strategic location selection, pricing appropriate to the community's purchasing power, operational cost efficiency, and consistent product and service quality. These factors have been shown to increase customer loyalty and maintain revenue stability. However, risks remain, such as extreme weather and market competition. Therefore, regular evaluation and contingency planning are crucial for business sustainability. These findings provide practical contributions to other micro-enterprises in managing risk and maintaining business resilience amidst limited resources.