ANALISIS STRATEGI BISNIS RESTORAN IGAKU DALAM UPAYA MENINGKATKAN PENJUALAN DI MASA PANDEMI

Keisar Putra Ramadhan, - (2021) ANALISIS STRATEGI BISNIS RESTORAN IGAKU DALAM UPAYA MENINGKATKAN PENJUALAN DI MASA PANDEMI. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Saat ini DKI Jakarta sedang dilanda pandemi Covid-19 yang menyebabkan penurunan pendapatan secara masif pada sektor pariwisata, termasuk salah satunya adalah Restoran Igaku. Tujuan penelitian ini adalah untuk menganalisis faktor internal dan eksternal dari Restoran Igaku dan menentukan strategi yang paling tepat di masa pandemi ini. Penelitian ini menggunakan metode kualitatif dengan analisis SWOT. Pengambilan data dilakukan melalui wawancara kepada pemilik, kuesioner dan wawancara kepada karyawan dan konsumen, serta melalui observasi dan studi dokumentasi. Data yang diperoleh kemudian di analisis dengan matriks IFE, matriks EFE, matriks IE, matriks SWOT, kuadran SWOT, dan matriks QSPM. Hasil penelitian ini berdasarkan hasil analisis SWOT didapatkan bahwa posisi bisnis berada dalam kuadran I. Dapat diartikan bahwa mendukung strategi agresif atau strategi SO. Terdapat 6 strategi alternatif yang didapatkan dari matriks QSPM, diantaranya prioritas strategi yang paling tinggi adalah untuk mempertahankan kualitas produk, pelayanan, dan fasilitas untuk menjaga loyalitas konsumen. DKI Jakarta is currently being hit by the Covid-19 pandemic which has caused a massive decline in revenue in the tourism sector, one of which is Restoran Igaku. The purpose of this study was to analyze the internal and external factors of Restoran Igaku and determine the most appropriate strategy during this pandemic. This study uses a qualitative method with SWOT analysis. Data were collected through interviews with owners, questionnaires and interviews with employees and consumers, as well as through observation and documentation studies. The data obtained were then analyzed using the IFE matrix, EFE matrix, IE matrix, SWOT matrix, SWOT quadrant, and QSPM matrix. The results of this study based on the results of the SWOT analysis, it was found that the business position was in quadrant I. It can be interpreted that it supports an aggressive strategy or SO strategy. There are 6 alternative strategies obtained from the QSPM matrix, including the highest priority strategy is to maintain product quality, services, and facilities to maintain customer loyalty.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Strategi Bisnis, Restoran Igaku, Analisis SWOT, Pandemi
Subjects:	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:	Keisar Putra Ramadhan
Date Deposited:	07 Mar 2022 03:12
Last Modified:	07 Mar 2022 03:12
URI:	http://repository.upi.edu/id/eprint/71305

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