Yudah Julifar Firdaus, - (2017) STRATEGI PENGEMBANGAN BISNIS KAFE KUPU – KUPU CIMAHI DALAM UPAYA MENINGKATKAN VOLUME PENJUALAN. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Kondisi persaingan industri kuliner di Indonesia semakin tinggi. Kota Cimahi merupakan salah satu kota kecil yang ketat akan persaingan di bidang kuliner. Tercatat 47 industri rumah makan yang ada di Kota Cimahi menurut Pemerintah Kota Cimahi. Kafe kupu – kupu merupakan salah satu industri kuliner kecil menengah yang berada di wilayah Kota Cimahi dengan konsep foods, books, and playgrounds. Tingginya tingkat persaingan membuat Kafe Kupu – kupu mengalami penurunan pendapatam. Tujuan dari penelitian ini adalah mengidentifikasi kondisi lingkungan internal eksternal yang dihadapi oleh Kafe Kupu- kupu, dan merumuskan strategi pengembangan usaha yang sesuai untuk di aplikasikan Kafe Kupu – kupu. data yang digunakan adala data primar dan data sekunder, analisis deskriptif kualiatif untuk mengetahui lingkungan perusahaan baik lingkugan internal maupun eksternal. Sedangkan analisis kuantitatif digunakan pada matriks IFE, matriks EFE, Matriks SWOT dan Matriks QSPM. Dari hasil Matriks IE diperoleh hasil posisi perusahaan pada sal I / Growth strategi. Alternatif yang dapat dijalankan berdasarkan Matriks SWOT adalah strategi S-O : Mengembangkan Kafe Kupu – kupu sebagai tempat wisata kuliner dengan beragam jenis kuliner, mempertahankan kualitas produk, strategi W-O : Meningkatkan promosi makanan, strategi W-O : Meningkatkan potensi daya dan kerjasama dengan warga sekitar, strategi W-T : Meningkatkan kualitas pelayanan pramusaji, meningkatkan kualitas dan daya tarik menu yang ditawarkan. Berdasarkan Analisis QSPM, alternatif strategi yang tepat dilakukan oleh pihak Kafe Kupu – kupu secara berurutan adalah : Meningkatkan kualitas dan daya tarik menu yang ditawarkan (TAS = 6.89), mempertahankan kualitas menu (TAS = 6.79), mengembangkan kafe sebagai tempat wisata kuliner dengan beragam jenis kuliner (TAS = 6.51), memperbaiki kualitas pelayanan (TAS = 6.18), mempertahankan kualitas menu (TAS = 5.84), meningkatkan potensi daya dan kerjasama dengan warga sekitar (TAS = 4.81). ;---The condition of culinary industry competition in Indonesia is higher. Cimahi City is one of the tight little cities going to competition in the culinary field. Recorded 47 restaurant industry in Cimahi City according to Cimahi Municipal Government. Cafe Kupu – kupu is one of the small and medium culinary industry located in Cimahi City area with the concept of foods, books, and playgrounds. The high level of competition makes Cafe Kupu - kupu decrease opinion. The purpose of this study is to identify the external internal environmental conditions faced by the Cafe Kupu - kupu, and to formulate appropriate business development strategies for the application of Cafe Kupu - kupu. the data used are primar data and secondary data, descriptive analysis kualiatif to know the company environment both internal and external environment. While quantitative analysis is used on IFE matrix, EFE matrix, SWOT Matrix and QSPM matrix. From the results of IE Matrix obtained the result of firm position on sal I / Growth strategy. The alternative that can be run based on SWOT Matrix is SO strategy: Developing Cafe Kupu - kupu as a culinary tourism place with various kind of culinary, maintaining product quality, WO strategy: Increasing food promotion, WO strategy: Increasing power potential and cooperation with local people, WT strategy : Improve the quality of service waiters, improve the quality and attractiveness of the menu offered. Based on QSPM Analysis, the right alternative strategy to be done by the Cafe Kupu - kupu in a row is: Improving the quality and attractiveness of the menu offered (TAS = 6.89), maintaining the quality of the menu (TAS = 6.79), developing the cafe as a culinary tour with a variety of (TAS = 6.51), improving service quality (TAS = 6.18), maintaining the quality of the menu (TAS = 5.84), increasing the power potential and cooperation with local people (TAS = 4.81).
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MIK YUD s-2017; Pembimbing : I. Darsiharjo, II. Reiza Miftah; NIM : 1205425. |
| Uncontrolled Keywords: | Strategi Bisnis, Analisis SWOT (kekuatan, kelemahan, peluang, ancaman), Business Strategy, SWOT Analysis (strengths, weaknesses, opportunities, threats). |
| Subjects: | H Social Sciences > H Social Sciences (General) 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: | YUSUP REZA ADITYA HARDIAN |
| Date Deposited: | 13 Feb 2020 07:45 |
| Last Modified: | 13 Feb 2020 07:45 |
| URI: | http://repository.upi.edu/id/eprint/44849 |
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