Electronic Theses and Dissertation

Penelitian ini berjudul “Apaleh: Biografi Pedagang Sate Sukses di Aceh”, yang
bertujuan untuk: (1) Mengetahui latar belakang kehidupan awal Apaleh sebelum
menjadi pedagang sate sukses, (2) Mengetahui strategi Apaleh menjadi pedagang
sate sukses, dan (3) Mengetahui bagaimana kehidupan Apaleh setelah terkenal.
Penelitian ini menggunakan pendekatan kualitatif dengan metode sejarah yang
bersifat deskriptif analisis. Adapun teknik pengumpulan data dilakukan dengan cara
studi pustaka dan wawancara. Hasil penelitian ini adalah: (1) Apaleh berasal dari
keluarga yang miskin, latar belakang keluarganya hanya pedagang sayur dan petani
biasa. Dia merupakan karyawan dari Yusuf Hasan (Toke Suh) yang merupakan
generasi kedua pedagang sate matang. Dari Toke Suh inilah Apaleh belajar
mengolah sate matang. Kemudian pada tahun 1994, Apaleh membuka usahanya
sendiri. Dalam membangun usahanya, ia melalui berbagai rintangan yang sulit,
namun tidak menghentikannya hingga sukses seperti sekarang ini. (2) Kesuksesan
usaha sate Apaleh kini, tidak terlepas dari strategi yang dimiliki olehnya yang
meliputi: kerja keras serta kesabaran, pelayanan yang utama, lokasi strategis, dan
inovasi sate Apaleh. (3) Sekarang ini Apaleh terkenal sebagai pedagang sate matang
yang paling sukses di kalangan masyarakat. Hal ini, membuatnya dekat dengan
berbagai kalangan, mulai dari politisi hingga tokoh agama. Keseharian Apaleh kini,
banyak dihabiskan di warung satenya di Geurugok, walaupun sekadar untuk
mengontrol dagangannya. Sosok Apaleh memiliki sifat yang tegas, peduli dan juga
“lihai” dalam melihat kesempatan yang ada. Sekarang ini, usaha sate Apaleh
diteruskan oleh putranya, Khairil Afzal, yang mengelola warung sate cabang Banda
Aceh, dengan melakukan beberapa inovasi dalam mengembangkan usaha sate
tersebut.

Kata Kunci : Biografi, Pedagang Sukses, Sate Matang

This research is titled “Apaleh: Biography of a Successful Satay Vendor in Aceh”, which aims to: (1) Explore the background of Apaleh’s early life before becoming a successful satay vendor, (2) Identify the strategies Apaleh used to achieve success as a satay vendor, and (3) Understand how Apaleh’s life changed after becoming well-known.This study employs a qualitative approach with a historical method in a descriptive-analytical form. Data collection techniques include literature study and interviews.The findings of this research are: (1) Apaleh came from a poor family; his family background was limited to being vegetable sellers and ordinary farmers. He worked for Yusuf Hasan (commonly known as Toke Suh), who was the second generation of sate matang vendors. It was from Toke Suh that Apaleh learned how to prepare sate matang. In 1994, Apaleh started his own business. While building his business, he faced various challenges, but none of them stopped him from achieving the success he enjoys today. (2) The success of Apaleh’s satay business is inseparable from the strategies he applied, which include: hard work and patience, prioritizing customer service, choosing a strategic location, and continuous product innovation. (3) Today, Apaleh is widely recognized as the most successful sate matang vendor in the community. His fame has brought him close to people from various backgrounds, ranging from politicians to religious leaders. Apaleh now spends most of his time at his satay stall in Geurugok, even if only to supervise operations. He is known to be firm, caring, and shrewd in recognizing business opportunities. Currently, Apaleh’s satay business is being continued by his son, Khairil Afzal, who manages a branch of the satay stall in Banda Aceh, introducing several innovations to further develop the business. Keywords: Biography, Successful Vendor, Sate Matang