Taqwin Hamid Bahy Pengarang ABAS KASIM Dosen Pembimbing 1 Juita L.D.Bessie, S.Sos.MM Dosen Pembimbing 2 Dr. Khalid K. Moenardy, M. Si Penguji 2 Drs.Abas Kasim,M.Si Ketua Penguji Juita L.D.Bessie, S.Sos.MM Penguji 1

Penelitian ini menganalisis strategi bisnis yang di terapkan oleh toko buket bunga Gleeve untuk memenangkan persaingan di kota Kupang. Tujuan dari penelitian ini adalah untuk memahami bagaimana Gleeve dapat mencapai keunggulan kompetitif di pasar bunga local. Melalui pendekatan kualitatif, data di kumpulkan melalui wawancara dengan pemilik dan staf toko, observasi langsung, serta studi literatur terkait strategi bisnis dan industri bunga. Hasil penelitian menunjukan bahwa Gleeve telah berasil mengadopsi strategi diferensiasi dengan menawarkan kualitas bunga yang unggul, desain buket yang kreatif, serta pelayanan pelanggan yang personal. Selain itu, strategi pemasaran berbasis digital dan kolaborasi dengan penyedia acara local juga berkontribusi pada keberhasilan mereka. Meskipun menghadapi tantangan seperti fluktuasi pasokan bunga segar, Gleeve mampu memanfaatkan peluang pertumbuhan melalui inovasi produk dan ekspansi jaringan mitra. Penelitian ini memberikan wawasan tentang bagaimana strategi diferensiasi dan pemasaran digital dapat membantu toko bunga bersaing dan berkembang di lingkungan bisnis yang kompotitif seperti di kota Kupang. Kata Kunci: Strategi Bisnis, Persaingan Bisnis, Toko Buket Bunga Gleeve. ABSTRACT Gleeve Flower Shop Business Strategy in Winning Business Competition in Kupang City By TAQWIN HAMID BAHY Supervised by: Drs. Abas Kasim, M.Si and Juita L.D Bessie, S. Sos, MM Faculty of Social and Political Sciences- Nusa Candana University Kupang This research analyzes the business strategy implemented by the Gleeve flower bouquet shop to win the competition in the city of Kupang. The aim of this research is to understand how Gleeve can achieve competitive advantage in the local flower market. Through a qualitative approach, data was collected through interviews with shop owners and staff, direct observation, and literature studies related to business strategies and the flower industry. The research results show that Gleeve has succeeded in adopting a differentiation strategy by offering superior flower quality, creative bouquet designs, and personal customer service. Apart from that, digital-based marketing strategies and collaboration with local event providers also contributed to their success. Despite facing challenges such as fluctuations in the supply of fresh flowers, Gleeve was able to take advantage of growth opportunities through product innovation and partner network expansion. This research provides insight into how differentiation and digital marketing strategies can help flower shops compete and develop in a competitive business environment such as in the city of Kupang Keywords: Business Strategy, Business Competition, Gleeve Flower Bouquet Shop.