Susansyadza Anindyasarathi, Brianita (2023) STRATEGI PENGEMBANGAN BISNIS RUMAH MAKAN TERAS UMI. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research addresses the imperative need to strategize the development of Teras Umi Restaurant, operational since 2018 but temporarily closed due to the COVID-19 pandemic. The study aims to enhance strategies for Teras Umi to compete effectively. The research, conducted in Jl. Komp. Untirta Permai No.13, Banjaragung, Cipocok Jaya, Serang City, Banten 42121, spanned November 2022 to June 2023. Utilizing a combined qualitative and quantitative descriptive approach, the study employs a case study methodology incorporating SWOT analysis. Findings, derived from Total IFE (2.80) and Total EFE (2.33) analyses, position Teras Umi in Quadrant IV or "Hold and Consolidate," denoting average internal capabilities and moderate external influence. To propel Teras Umi's development, recommended strategies include online marketing, facility enhancements, collaborations with students and UNTIRTA campus, market trend adaptation, improved customer service, permit acquisition, financial bookkeeping improvements, additional workforce recruitment, and partnership reinforcement with raw material suppliers. In conclusion, Teras Umi is positioned to sustain and grow within Kota Serang. The strategies outlined, if implemented effectively, can fortify the restaurant's competitive standing, ensuring resilience and profitability.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor Mega Sari, Ratna 198708162015042002 Thesis advisor Suherman, Suherman 196702091999011001
Additional Information:	Rumah Makan Teras Umi memiliki 7 kekuatan, 7 kelemahan, 4 peluang dan 4 ancaman. Rumah Makan Teras Umi menggambarkan posisi rata-rata pada matriks evaluasi faktor internal dan eksternal dengan total IFE sebesar 2.80 dan total EFE sebesar 2.33. Dengan berada di Kuadran IV, atau Sel V yang dikenal sebagai "Pertahankan dan Konsolidasi," Rumah Makan Teras Umi ditempatkan pada posisi untuk menjaga kekuatan internal sambil tetap mempertimbangkan lingkungan eksternal yang moderat. Penelitian menghasilkan 9 rumusan strategi yang dapat diimplementasikan untuk mengembangkan Rumah Makan Teras Umi. Strategi ini melibatkan penguatan pemasaran online, peningkatan fasilitas, kolaborasi dengan mahasiswa, dan penyesuaian menu sesuai tren pasar.
Uncontrolled Keywords:	Marketing Strategy, Restaurant Development, SWOT Analysis,Teras Umi Restaurant.
Subjects:	S Agriculture > S Agriculture (General)
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	Mrs. Brianita Susansyadza Anindyasarathi
Date Deposited:	02 Feb 2024 14:46
Last Modified:	02 Feb 2024 14:46
URI:	http://eprints.untirta.ac.id/id/eprint/31297

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