Anastasia, Wikke (2019) ANALISIS STRATEGI PENGEMBANGAN USAHA PADA RESTORAN D’COST SEAFOOD RAWAMANGUN TAHUN 2019. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui alternatif strategi pengembangan usaha yang dapat dilakukan oleh restoran D’COST Rawamangun. Metode penelitian menggunakan metode kualitatif dan kuantitatif deskriptif dengan melakukan wawancara kepada manajer dan memberikan kuesioner kepada manajer, supervisor, kepala chef dan konsumen D’COST Rawamangun. Teknik analisis data yang digunakan adalah matriks IFAS (Internal Factor Analysis Strategy) dan EFAS (External Factor Analysis Strategy), matriks IE (Internal-External), matriks kuadran SWOT dan matriks SWOT. Hasil penelitian pada matriks IE (Internal-External) menunjukkan bahwa D’COST Rawamangun berada di posisi pertumbuhan. Selanjutnya pada matriks Kuadran SWOT, D’COST Rawamangun berada pada kuadran I dengan strategi agresif. Dari hasil matriks SWOT, strategi yang dapat diterapkan D’COST Rawamangun adalah memperbanyak promosi pada aplikasi GoFood dan GrabFood, menginovasi menu secara berkala, dan merenovasi restoran. Kata Kunci : IFAS, EFAS, matriks IE, analisis SWOT ABSTRACT This study aims to determine alternative business development strategies that can be done by D’COST Rawamangun restaurant. The research method uses descriptive qualitative and quantitative methods by conducting interviews with managers and giving questionnaires to managers, supervisors, head chefs and consumers D’COST Rawamangun. Data analysis techniques used are the IFAS (Internal Factor Analysis Strategy) and EFAS (External Factor Analysis Strategy) matrix, the IE (Internal�External) matrix, the SWOT quadrant matrix and the SWOT matrix. The results of the IE (Internal-External) matrix show that D’COST Rawamangun is in a position of growth. Furthermore, in the SWOT Quadrant matrix, D’COST Rawamangun is in quadrant I with an aggressive strategy. From the results of the SWOT matrix, the strategy that can be implemented by D’COST Rawamangun is to increase promotions on the GoFood and GrabFood applications, innovate the menu regularly, and renovate the restaurant. Keywords: IFAS, EFAS, IE Matrix, SWOT analysis
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 04 Jan 2022 02:10 | ||||||||
| Last Modified: | 04 Jan 2022 02:10 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6582 |
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