Ismatullah, Muhammad Fikri (2017) EVALUASI KELAYAKAN BISNIS DI CAFE NORTHWOOD KOTA BANDUNG MELIPUTI ASPEK PEMASARAN, TEKNIS DAN TEKNOLOGI, SUMBER DAYA MANUSIA DAN HUKUM. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Evaluasi kelayakan bisnis Café Northwood harus dilakukan karena terdapat permasalahan pada aspek pemasaran, teknik dan teknologi, sumber daya manusia dan hukum Café Northwood dilihat dari hasil observasi pra-penelitian. Pada aspek pemasaran, manajemen belum melakukan promosi secara efektif, hanya menggunakan promosi mulut ke mulut, promosi media cetak dengan Banner dan baligo, adapun promosi media sosial, belum ada aktifitas promosi yang aktif. Aspek teknik dan teknologi terjadi permasalahan pada produksi yang membuat kurang produktifnya produksicafé. Aspek sumber daya manusia terjadi permasalahan turun naiknya produktivitas karyawan dan kurang baiknya deskripsi kerja karyawan. berdasarkan tinjauan aspek hokum,kelengkapan surat-surat kelegalan perusahaan belum susuai dengan profil perusahaan. Penulis melakukan penelitian deskriptif dengan metode penelitian kualitatif dan kuantitatif (mix method) karena berdasarkan aksioma penelitian, evaluasi kelayakan bisnis adalah penelitian kualitatif, tapi dalam menganalisi aspek pemasaran harus kepada populasi yaitu pengunjung Café Northwood yang membuat penulis harus mengolah data menggunakan kuesioner dan perhitungan statistika agar hasil data yang didapatkan akurat. Berdasarkan hasil penelitian Café Northwood dapat dikatakan belum layak, ada beberapa hal yang harus diperbaiki diantaranya. Aspek pemasaran Northwood yang dianalisis menggunakan bauran pemasaran dengan alat bantu kuesioner kepada 100 responden menyatakan aspek pemasaran Northwood berada dalam garis kontinum positif atau baik, namun harus memperbaiki pada promosi karena promosi hasilnya hanya cukup. Aspek teknik dan teknologi dapat dikatakan dikatakan layak, namun harus meningkatkan produktivitas pegawai karena kurangnaya tenaga ahli dan banyaknya pegawai yang diharuskan bisa bekerja ganda. Pada aspek sumber daya manusia dapat dikatakan layak naun harus melakukan peningkatan pada pengaturan jadwal kerja karena beban kerja karyawan yang banyakyang menghambat efektifitas dan efisiensi kerja karyaawan dan berpengaruh pada naik turunnya semangat kerja karyawan. Pada aspek hukum masih ada surat-surat kelegalan perusahaan yang harus dibenarkan agar Café bisa dikatakan legal. Peningkatan pada aspek-aspek tersebut harus dilakukan untuk meningkatkan kinerja Cafe, baik itu dalam hal pelayanan, produksi, dan meningkatkan pendapatan Cafe Northwood. ;---The evaluation of Northwood’s Café business feasibility must be done because there are problems in marketing, engineering and technological aspects, human resources and law of Café Northwood seen from the result of pre-research observation. In the marketing aspect, management has not done the promotion effectively, just using word of mouth promotion, promotion of print media with Banner and baligo, social media promotion, there is no active promotion activity. Engineering and technological aspects occur problems in production that make less productive café production. Aspects of human resources occur problems of rising employee productivity and lack of good job description of employees. Based on the legal aspects of review, the completeness of the company's legal letters has not been filed with the company profile. The author conducted descriptive research with qualitative and quantitative research methods (mix method) because based on the axiom of the study, business feasibility evaluation is a qualitative research, but in analyzing the marketing aspect should be to the population that is Northwood Café diners that make the writer must process the data using questionnaires and statistical calculations The data obtained is accurate. Based on the results of the Northwood Café research can’t be said to be feasible, there are some things that must be improved. The Northwood marketing aspect analyzed using a marketing mix with questionnaires to 100 respondents stated that Northwood's marketing aspect is in a positive or good continuum line, but it should improve on promotions because promotional results are just enough in continuum line. Techniques and technological aspects can be said to be feasible, but should increase employee productivity due to lack of expertise and the number of employees who are required to work double. On the aspect of human resources can be said to be worthy to make improvements in the work schedule settings because the workload of many employees that inhibit the effectiveness and efficiency of the work and affect of the ups and down of employee morale. In the legal aspects there are still letters leglity companies that must be justified for the Café can be said legal. Improvements to these aspects should be undertaken to improve the Cafe's performance, be it in terms of service, production, and income-raising Cafe Northwood.
| Item Type: | Thesis (S1) |
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| Additional Information: | No. Panggil : S MIK ISM e-2017; Pembimbing : I. Dewi Turgarini, II. Agus Sudono; NIM : 1307066. |
| Uncontrolled Keywords: | Evaluasi kelayakan bisnis, Café Northwood, Evaluation of Business Feasibility, Northwood Cafe. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Isma Anggini Saktiani |
| Date Deposited: | 16 Mar 2018 07:24 |
| Last Modified: | 16 Mar 2018 07:24 |
| URI: | http://repository.upi.edu/id/eprint/29933 |
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