Pemetaan Praktik Pengendalian Penjualan melalui Perencanaan Penjualan Produk pada UMKM Kopi di Kotamobagu

Penelitian ini dilatarbelakangi oleh persoalan empiris pengendalian penjualan pada tiga UMKM kopi di Kotamobagu, yaitu target penjualan yang belum selalu tercapai, stok akhir yang belum dikaitkan dengan rencana produksi, pencatatan penjualan yang masih manual, serta distribusi yang bergantung pada reseller, pelanggan tetap, media sosial, dan pesanan langsung. Penelitian bertujuan memetakan praktik pengendalian penjualan melalui perencanaan produk pada UMKM kopi lokal. Penelitian menggunakan pendekatan kualitatif deskriptif dengan delapan informan yang terdiri atas tiga pemilik UMKM, satu staf produksi, satu staf penjualan, satu reseller, satu mitra distribusi, dan satu pelanggan tetap. Informan dipilih secara purposive berdasarkan keterlibatan langsung dalam target penjualan, stok, produksi, distribusi, dan pengalaman pembelian. Data dikumpulkan melalui wawancara semi-terstruktur, observasi, dan dokumentasi catatan target, realisasi penjualan, stok akhir, serta kanal distribusi. Analisis dilakukan melalui pengodean terbuka, pengelompokan kategori, pembentukan tema, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan perbedaan praktik antar-UMKM: UMKM A mendekati target, UMKM B berada di bawah target, sedangkan UMKM C melampaui target tetapi memiliki stok akhir sangat rendah. Temuan ini menunjukkan bahwa pengendalian penjualan belum cukup dinilai dari realisasi target saja, melainkan perlu membaca target, realisasi, stok akhir, kapasitas produksi, dan distribusi secara terpadu. Penelitian ini tidak membuktikan keberhasilan model optimalisasi, tetapi menunjukkan area perencanaan penjualan yang perlu dioptimalkan secara bertahap melalui target bulanan tertulis, stok minimum produk prioritas, evaluasi kanal penjualan, dan pencatatan sederhana berbasis data.

Kata kunci: pengendalian penjualan; perencanaan penjualan; UMKM kopi; stok; distribusi

Mapping Sales Control Practices through Product Sales Planning in Kotamobagu Coffee MSMEs

Abstract

This study is motivated by empirical sales control problems among three coffee MSMEs in Kotamobagu, including sales targets that are not consistently achieved, ending inventory that has not been fully linked to production planning, manual sales records, and distribution that depends on resellers, regular customers, social media, and direct orders. The study aims to map sales control practices through product sales planning in local coffee MSMEs. A descriptive qualitative approach was used involving eight purposively selected informants: three MSME owners, one production staff member, one sales staff member, one reseller, one distribution partner, and one regular customer. Data were collected through semi-structured interviews, observation, and documentation of sales targets, actual sales, ending inventory, and distribution channels. Data analysis was conducted through open coding, category grouping, theme development, data display, and conclusion drawing. The findings show different practices across MSMEs: MSME A almost achieved its target, MSME B remained below target, while MSME C exceeded its target but had very low ending inventory. These findings indicate that sales control cannot be assessed only from target realization, but must integrate sales targets, actual sales, ending inventory, production capacity, and distribution channels. This study does not prove the effectiveness of an optimization model; rather, it identifies areas of sales planning that need gradual improvement through written monthly targets, minimum stock for priority products, sales-channel evaluation, and simple data-based recording.