NAILA PUTRI, ERMALA (2023) STRATEGI BISNIS PENGELOLAAN KEDAI KOPI "MASA LALU COFFEE" CABANG PETUKANGAN JAKARTA SELATAN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The coffee shop business is becoming a trend because of the habitual patterns of people who are accustomed to consuming coffee in their daily lives. The increase in coffee shops in Indonesia causes higher competition. Masa Lalu Coffee is one of the coffee shops that requires the right strategy to survive in the midst of intense competition. This study aims to analyze internal and external environmental factors, creating alternative of management strategies for Masa Lalu Coffee and then ranks the existing strategies. The method which is used in this research are IFE matrix, EFE matrix, IE matrix, SWOT matrix and QSPM. The analysis result showed that the internal factor has a value of 3,073 while the external factor has a value of 3,213 which of the two values indicates that Masa Lalu Coffee is in quadrant 1, which means that Masa Lalu Coffee is in growth and build stage. The result of SWOT analysis identified that there are five alternatives of management strategy which could be applied by Masa Lalu Coffee. Strategy priorities based on the QSPM matrix is developing new product innovations.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Bisnis kedai kopi menjadi tren karena pola kebiasaan masyarakat yang terbiasa mengonsumsi kopi dalam kesehariannya. Bertambahnya kedai kopi di Indonesia menyebabkan persaingan semakin tinggi. Masa Lalu Coffee merupakan salah satu kedai kopi yang membutuhkan strategi yang tepat untuk bertahan di tengah ketatnya persaingan. Penelitian ini bertujuan untuk menganalisis faktor lingkungan internal dan eksternal, merumuskan alternatif strategi pengelolaan Kedai Kopi Masa Lalu Coffee dan kemudian mengurutkan strategi yang ada. Metode yang digunakan dalam penelitian ini adalah matriks IFE, matriks EFE, matriks IE, matriks SWOT dan matriks QSPM. Hasil analisis menunjukkan bahwa faktor internal memiliki nilai 3,073 sedangkan faktor eksternal memiliki nilai 3,213, dimana menunjukkan Kedai Kopi Masa Lalu Coffee berada pada kuadran 1 yang artinya Kopi Masa Lalu berada pada tahap tumbuh dan berkembang. Hasil analisis SWOT mengidentifikasi bahwa terdapat lima alternatif strategi manajemen yang dapat diterapkan oleh Masa Lalu Coffee. Prioritas strategi berdasarkan matriks QSPM adalah mengembangkan inovasi produk baru. | |||||||||
| Uncontrolled Keywords: | management strategy, coffee shop, Quantitative Strategic Planning Matrix (QSPM), SWOT | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Ermala Naila Putri | |||||||||
| Date Deposited: | 26 Oct 2023 11:34 | |||||||||
| Last Modified: | 26 Oct 2023 11:34 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/28690 |
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