Buwono, Dimas Ronggo Rati (2015) Perencanaan Strategi Pengembangan Restoran Menggunakan Metode SPACE (Strategic Position And Action Evaluation) Dan AHP (Analytical Hierarchy Process) (Studi Kasus Di Restoran Gule Kepala Ikan Mas Agus. Sarjana thesis, Universitas Brawijaya.
Abstract
Usaha restoran dewasa ini menunjukkan perkembangan yang relatif pesat. Kota Malang memiliki keanekaragaman wisata alam dan budaya. Potensi Malang ini menyebabkan banyak berdiri berbagai macam restoran yang menawarkan berbagai jenis makanan. Berdasarkan data dari Dinas Komunikasi dan Informatika Kota Malang terdapat beberapa restoran di Kota Malang yang salah satunya yaitu Gule Kepala Ikan Mas Agus, usaha makanan yang menyajikan menu utama gulai kepala ikan. Dalam perencanaan strategi dan penentuan jenis strategi dapat digunakan kombinasi metode alat analisis yaitu matriks Strategic Position and Action Evaluation (SPACE) dan matriks Strenght, Weakness, Opportunity, and Threat (SWOT) serta metode AHP (Analytical Hierarchy Process). Gule Kepala Ikan Mas Agus Malang berada pada sel V yang menunjukkan bahwa strategi yang diterapkan adalah strategi penetrasi pasar, dan pengembangan produk. Pada hasil Matriks SPACE didapatkan hasil kuadran Agressive yang menunjukkan bahwa strategi yang diterapkan adalah strategi integral dan pengembangan internal. Delapan alternatif strategi dari Matriks SWOT yang dapat diterapkan Gule Kepala Ikan Mas Agus adalah meningkatkan mutu dan kehalalan pangan, renovasi restoran dan penambahan fasilitas, membuka outlet baru di kota Malang dengan lokasi berbeda, menerapkan SOP dan standar kerja restoran, meningkatkan promosi melalui iklan, media dan website, memberikan potongan harga dan bonus, menjadi sponsor untuk event tertentu dan menyediakan layanan pesan antar dalam kota. Prioritas strategi yang didapatkan dari metode AHP yang bisa diterapkan oleh Gule Kepala Ikan Mas Agus adalah strategi menerapkan SOP dan standar kinerja restoran
English Abstract
The restaurant business today show a relatively rapid development. Malang has a diversity of natural and cultural tourism. This leads to many potential Malang stands variety of restaurants offering different types of food. Based on data from the Dinas Komunikasi dan Informatika Malang there are several restaurants in Malang, one of which is Gule Kepala Ikan Mas Agus, food businesses serving the main menu of gule kepala ikan. In planning the strategy and the determination of strategies can be used a combination of methods of analysis tools that matrix Strategic Position and Action Evaluation (SPACE) and matrix Strength, Weakness, Opportunity, and Threat (SWOT) also AHP (Analytical Hierarchy Process). Gule Kepala Ikan Mas Agus Malang is in cell V which indicates that the strategy is market penetration strategy, and product development. SPACE Matrix quadrant Agressive which indicates that the strategy is an integral strategy and internal development. Eight alternate strategy of SWOT Matrix which can be applied Gule Kepala Ikan Mas Agus is to improve the quality and halal food, remodeling restaurants and additional facilities, opening a new outlet in the city of Malang in different locations, implementing SOP and work standards restaurant, increasing promotion through advertising, media and website, giving rebates and bonuses, sponsors for specific events and providing messaging services across the city. Strategic priorities derived from the AHP method that can be applied by Gule Kepala Ikan Mas Agus Malang is implementing SOP strategy and performance standards restaurant
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/280/051508569 |
| Uncontrolled Keywords: | AHP, Pengembangan Restoran, Perencanaan Strategi, Restoran, SWOT, dan SPACE,-AHP, Restaurant Development, Strategic Planning, Restaurant, SWOT and SPACE |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 21 Dec 2015 12:47 |
| Last Modified: | 22 Nov 2021 04:52 |
| URI: | http://repository.ub.ac.id/id/eprint/150180 |
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