Amin, Bagus Yusron (2022) STRATEGI USAHA RUMAH MAKAN SAMBEL COWEK DI MASA PANDEMI COVID-19 PADA CABANG PERUMNAS DESA CATURTUNGGAL DEPOK SLEMAN. Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
STRATEGI USAHA RUMAH MAKAN SAMBEL COWEK DI MASA
PANDEMI COVID-19 PADA CABANG PERUMNAS
DESA CATURTUNGGAL DEPOK SLEMAN
Oleh : Bagus Yusron Amin
Dibimbing Oleh: Ni Made Suyastiri dan Antik Suprihanti
ABSTRAK
Penelitian ini bertujuan untuk: 1) Mengidentifikasi kondisi lingkungan internal
dan eksternal Usaha Rumah Makan Sambel Cowek. 2) Menganalisis alternatif
strategi Usaha Rumah Makan Sambel Cowek dimasa pandemi COVID-19. 3)
Menentukan prioritas strategi pada Usaha Rumah Makan Sambel Cowek dimasa
pandemi COVID-19. Penelitian ini merupakan penelitian deskriptif dengan jenis
penelitian studi kasus. Metode pengambilan responden dilakukan secara purposive
sampling berjumlah 5 orang. Sumber data yang digunakan adalah data primer dan
sekunder. Metode pengumpulan data yang digunakan yaitu wawancara, observasi
dan dokumentasi. Teknik analisis data yang digunakan adalah Matriks EFI
(Evaluasi Faktor Internal) dan EFE (Evaluasi Faktor Eksternal), Matriks IE
(Internal Eksternal), Matriks SWOT (Strength, Weakness, Opportunity, Threat),
Matriks QSPM (Quantitative Strategic Planning Matrix). Berdasarkan hasil
penelitian diketahui bahwa 1) Usaha Rumah Makan Sambel Cowek memiliki
faktor kekuatan utama yaitu harga produk yang relatif lebih murah, kelemahan
utama yaitu penjualan menurun karena pandemi COVID-19, peluang utama yaitu
usaha ini berada di lingkungan mahasiswa, dan ancaman utama yaitu pemerintah
membuat kebijakan PSBB dan PPKM akibat Pandemi COVID-19 2) Terdapat dua
alternatif strategi yang dapat diterapkan yaitu strategi penetrasi pasar dan strategi
pengembangan produk 3) Prioritas Strategi yang tepat untuk diterapkan adalah
strategi penetrasi pasar
Kata Kunci: Manajemen, Strategi Usaha, Faktor Internal, Faktor Eksternal,
Matriks IE, SWOT, QSPMBUSINESS STRATEGIES OF “SAMBEL COWEK” RESTAURANT
DURING THE COVID-19 PANDEMIC AT PERUMNAS BRANCH
CATURTUNGGAL VILLAGE DEPOK SLEMAN
By: Bagus Yusron Amin
Supervised by: Ni Made Suyastiri dan Antik Suprihanti
ABSTRACT
This research aims to: 1) identify the internal and external factors of “Sambel
Cowek” restaurant. 2) analyze the business strategy alternatives of “Sambel
Cowek” restaurant during the Covid-19 Pandemic. 3) determine the main priority
strategy that applied to “Sambel Cowek” restaurant during the Covid-19
pandemic. The method of this research used descriptive method. The type of this
research is a case study. The method of taking respondents is purposive sampling
with 5 respondents. The sources of the data are primary and secondary. The data
collection methods are interviews, observation and documentation. The data
analysis techniques are IFE (Internal Factor Evaluation) and EFE (External
Factor Evaluation) matrix, IE (Internal External) matrix, SWOT (Strength
Weakness Opportunity Threat) matrix, QSPM (Quantitative Strategic Planning
Matrix). Based on the results of the study, showed that 1) “Sambel Cowek”
restaurant had relatively cheaper product as its main strength, its main weakness
was decline in sales as a result of Covid-19 pandemic, its main opportunity was
this business located at the student environment, and its main threat was the
government made PSBB and PPKM policies due to the COVID-19 Pandemic 2)
There were two alternative strategies that can be applied, market penetration
strategy and product development strategy 3) The main priority strategy that can
be applied was a market penetration strategy
Keywords: Management, Busniness Strategy, Internal External Factors, IE
Matrix SWOT, QSPM
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Manajemen, Strategi Usaha, Faktor Internal, Faktor Eksternal, Matriks IE, SWOT, QSPM |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Medicine, Health and Life Sciences > School of Biological Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 15 Feb 2022 04:10 |
| Last Modified: | 15 Aug 2022 03:14 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/28379 |
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