STRATEGI PENINGKATAN PENJUALAN DI BAKERY HOTEL CIPUTRA CABANG MAL CIPUTRA JAKARTA PASCA PANDEMI COVID-19

    Ilyas Wijaya Putra, - (2021) STRATEGI PENINGKATAN PENJUALAN DI BAKERY HOTEL CIPUTRA CABANG MAL CIPUTRA JAKARTA PASCA PANDEMI COVID-19. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Bakery Hotel Ciputra adalah salah satu toko roti & patiseri yang berlokasi di
    Jakarta dan mempunyai berbagai cabang. Bakery Hotel Ciputra mengalami penurunan
    omzet penjualan pada masa pandemi COVID-19. Hal tersebut menjadi perhatian penting
    bagaimana merumuskan strategi yang tepat dalam meningkatkan penjualan pasca pandemi
    COVID-19. Tujuan dilakukannya penelitian ini adalah : (1) menganalisis faktor internal
    yang dilihat dari kekuatan dan kelemahan di Bakery Hotel Ciputra, (2) menganalisis faktor
    eksternal yang dilihat dari peluang dan ancaman di Bakery Hotel Ciputra, dan (3) untuk
    mengetahui pemilihan strategi yang sesuai untuk meningkatkan penjualan di Bakery Hotel
    Ciputra pasca Pandemi Covid-19. Metodologi yang digunakan dalam penelitian adalah
    deskriptif kualitatif dengan dilakukannya wawancara kepada manajer dan kuesioner
    terhadap konsumen Bakery Hotel Ciputra. Analisis data menggunakan matriks IFAS,
    matriks EFAS, matriks IE, matriks SWOT dan QSPM. Berdasarkan hasil analisis SWOT,
    kondisi internal Bakery Hotel Ciputra mempunyai 6 kekuatan dan 2 kelemahan dan hasil
    matriks IFAS sebesar 2,84. Sedangkan, kondisi eksternal mempunyai 5 peluang dan 3
    ancaman dan hasil matriks EFAS sebesar 2,6. Strategi yang cocok diterapkan adalah
    Penggunaan teknologi dalam memasarkan produk-produk BHC melalui media sosial agar
    lebih menjangkau lebih banyak orang. Strategi ini mendapatkan TAS sebesar 6,49.

    Bakery Hotel Ciputra is a bakery and pastry shop located in Jakarta and has many
    other outlets. Bakery Hotel Ciputra experienced a decline in sales turnover during the
    COVID-19 pandemic. It becomes an important concern how to formulate the right strategy
    in increasing sales after the COVID-19 Pandemic. The purposes of this research are : (1)
    analyze internal factors seen from the strengths and weaknesses of Bakery Hotel Ciputra,
    (2) analyze external factors seen from the opportunities and threats, and (3) to find out the
    selection of an appropriate strategy to increase sales at the Bakery Hotel Ciputra after the
    COVID-19 pandemic. Method that used in this research is descriptive qualitative, by giving
    a structured interview and questionnaire to the Bakery Hotel Ciputra’s customers. Data
    analysis using the IFAS matrix, EFAS matrix, IE matriks, SWOT diagram ,and QSPM
    matrix. Based on the results of the SWOT analysis, the internal condition of the Ciputra
    Bakery Hotel has 6 strengths and 2 weaknesses and the IFAS matrix result is 2.84.
    Meanwhile, external conditions have 5 opportunities and 3 threats and the result of the
    EFAS matrix is 2.6. The strategy that is suitable to be applied is to use the technology in
    marketing BHC products through social media to reach more people.. This strategy gets a
    TAS of 6,49.

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    Official URL: http://repository.upi.edu;
    Item Type: Thesis (S1)
    Uncontrolled Keywords: SWOT analysis; COVID-19; strategy; sales; Bakery Hotel Ciputra
    Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
    Depositing User: Ilyas Wijaya Putra
    Date Deposited: 07 Mar 2022 03:48
    Last Modified: 07 Mar 2022 03:48
    URI: http://repository.upi.edu/id/eprint/71304

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