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.

Baca Full Text klik disini
[img] Text
S_MIK_1702407_Title.pdf
Download (481kB)
[img] Text
S_MIK_1702407_Chapter1.pdf
Download (348kB)
[img] Text
S_MIK_1702407_Chapter2.pdf
Restricted to Staf Perpustakaan
Download (332kB)
[img] Text
S_MIK_1702407_Chapter3.pdf
Download (281kB)
[img] Text
S_MIK_1702407_Chapter4.pdf
Restricted to Staf Perpustakaan
Download (553kB)
[img] Text
S_MIK_1702407_Chapter5.pdf
Download (101kB)
[img] Text
S_MIK_1702407_Appendix.pdf
Restricted to Staf Perpustakaan
Download (1MB)
Official URL: http://repository.upi.edu;

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.

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

Actions (login required)

View Item View Item