Rifki, Dwi Rahaditio (2017) ANALISIS STRATEGI PENGEMBANGAN USAHA PADA RESTORAN SANGKURIANG BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Banyaknya usaha kuliner yang menjamur di Bandung menandakan adanya perkembangan perekonomian yang positif di Indonesia dan menghasilkan persaingan yang ketat antar pengusaha kuliner baik dari konsep yang sama ataupun yang berbeda sama sekali. Beberapa usaha kuliner tersebut menawarkan produk – produk makanan dengan konsep dan sistem promosi yang baru, seiring dengan perkembangan yang ada. Tujuan penelitian adalah untuk mengetahui dan menganalisis faktor-faktor internal dan eksternal serta analisis SWOT. Metode yang digunakan didalam penelitian ini adalah metode deskriptif kualitatif dan kuantitaf. Sampel yang diambil sebanyak 80 responden. Teknik pengumpulan data melalui studi pustaka dan penelitian lapangan berupa penyebaran kuesioner. Hasil penelitian menunjukkan Strategi penetrasi pasar yang dapat dilakukan oleh Restoran Sangkuriang antara lain: (1) Menjalin kerjasama dengan biro perjalanan, (2) Mengoptimalkan upaya promosi dengan menyebarkan brosur, (3) Mengubah kemasan menjadi lebih menarik dan disertai dengan alamat, (4) Menyusun perencanaan jangka pendek, menengah, dan panjang, (5) Melakukan survey konsumen untuk mengetahui penilaian dan keinginan konsumen (6) Meningkatkan kualitas pelayanan kepada konsumen. ;---The number of culinary business that flourished in Bandung indicates a positive economic development in Indonesia and resulted in intense competition between culinary entrepreneurs both from the same concept or completely different. Some of these culinary businesses offer food products with new concepts and promotional systems, along with existing developments. The purpose of this research is to know and analyze the internal and external factors and SWOT analysis. The method used in this research is descriptive qualitative and quantitative methods. Samples taken as many as 80 respondents. Data collection techniques through literature study and field research in the form of questionnaires. The result of the research shows that market penetration strategy that can be done by Sangkuriang Restaurant are: (1) Cooperating with travel agency, (2) Optimizing promotion effort by distributing brochures, (3) Changing packaging becomes more interesting and accompanied by address, (4) Prepare short, medium and long term planning, (5) Conducting consumer survey to know the assessment and consumer desire (6) Improve the quality of service to the consumer.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MIK RIF a-2017; Pembimbing : I. Agus Sudono, II. Oman Sukirman; NIM. : 1001793. |
| Uncontrolled Keywords: | Strategi Pengembangan Usaha, analisis SWOT, Business Development Strategy, SWOT analysis. |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Isma Anggini Saktiani |
| Date Deposited: | 20 Jun 2019 02:25 |
| Last Modified: | 20 Jun 2019 02:25 |
| URI: | http://repository.upi.edu/id/eprint/35550 |
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