Saragih, Elizabeth M (2019) Kapabilitas Dinamis Usaha Coffee Shop and Roastery di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Indonesia pada umumnya telah menjadikan minum kopi menjadi bagian dari kehidupan sehari-hari terutama bagi orangtua dan sekarang juga anak-anak muda dan remaja. Pertumbuhan peminum kopi di Indonesia berkembang pesat, lebih daripada pertumbuhan dunia, yaitu 8% untuk pertumbuhan peminum kopi Indonesia sedangkan pertumbuhan peminum kopi dunia hanya mencapai 6%. sehingga membuka peluang bagi pelaku bisnis untuk membuka coffee shop dalam mengembangkan coffee shop menjadi coffee shop and roastery. Sehingga coffee shop and roastery di Kota Malang akan semakin meningkat,persaingan juga akan meningkat,untuk menanggapi persaingan bisnis yang semakin kompetitif maka perlu dilakukannya strategi pengembangan yang dilakukan produsen untuk meningkatkan sistem manajerialnya. Hal tersebut yang mengharuskan pihak manajemen coffee shop and roastery harus mengambil keputusan yang tepat dalam memasarkan produknya agar dapat meraih pangsa pasar yang lebih besar serta dapat terus mengembangkan usahanya ditengah tingginya tingkat persaingan bisnis dengan cara mencari alternatif strategi yang tepat. Saat ini, coffee shop and roastery telah banyak mengembangkan konsep usahanya, dari coffee shop menjadi roastery. Penelitian ini mencoba menganalisis kapabilitas dinamis (sensing,seizing,transforming) dengan menggunakan teknik analisis data kualitatif dengan metode statistik deskriptif, penentuan lokasi penelitian ini dilakukan secara purposive, dengan informan berjumlah 8 owner coffee shop and roastery dengan menggunakan teknik snowball. Pengumpulan data dilakukan dengan wawancara, observasi,dan audio visual. Hasil penelitian ini elemen yang pertama dilakukan adalah sensing, owner coffee shop and roastery telah melihat dan memprioritaskan 9 sumber daya, yaitu modal,alat produksi,bahan baku,lokasi usaha, sumberdaya manusia, khas coffee shop (konsistensi), relasi,informasi,dan skill. Sumberdaya yang tergolong sangat penting adalah alat produksi, bahan baku, dan khas coffee shop(konsistensi). Elemen kedua yaitu seizing owner coffee shop and roastery melakukan strategi dalam mendapatkan bahan baku (kopi) dalam bentuk green been dengan membeli ke petani maupun ke supplier, modal didapatkan dengan cara menabung, alat produksi milik sendiri, lokasi usaha diperoleh dengan menyewa dan milik sendiri, sumberdaya manusia dilakukan dengan rekrutmen, relasi diperoleh dengan mengikuti komunitas, skill diperoleh dengan mengikuti training class atau berdasarkan pengalaman, dan khas coffee shop (konsistensi) diperoleh dengan cara melakukan racikan dari mesin roastery yang membedakan dengan coffee shop lain dengan berdasarkan konsistensi yang dilakukan coffee shop agar dapat berciri khas dan memiliki keunikan dari coffee shop and roastery yang lainnya. Elemen yang ketiga adalah transforming yang di lakukan owner coffee shop and roastery sehingga terjadi peningkatan omzet penjualan yaitu perbaikan manajemen SDM, penyempurnaan produk, adanya peningkatan dalam penjualan dan pemasaran terutama dalam khas coffee shop.
English Abstract
Indonesia in general has made drinking coffee a part of daily life, espe-cially for parents and now young people and adolescents. The growth of coffee drinkers in Indonesia is growing rapidly, more than world growth, which is 8% for the growth of Indonesian coffee drinkers while growing world coffee drinkers only reach 6%. this opening up opportunities for business people to open a coffee shop and develop their coffee shop into a coffee shop and roastery. So that coffee shops and roasteries in Malang City will increase, competition will also increase. In response to increasingly competitive business competition, a development strategy producers do to improve their managerial system. That requires the coffee shop and roastery management to make the right decisions in marketing their products in order to gain greater market share and can continue to develop their business amid the high level of business competition by finding the right alterna-tive strategies. Currently, the coffee shop and roastery have developed a lot of business concepts, from coffee shops to roastery. This study attempts to analyze dynamic capabilities (sensing, seizing, transforming) using a descriptive qualita-tive approach, purposively determining the location of this research, with 8 in-formants owner of coffee shop and roastery using snowball technique. Data col-lection is done by interview, observation, and audio visual. The results of this re-search are sensing, coffee shop and roastery owners have seen and prioritized 9 resources, namely capital, production equipment , raw materials, business loca-tion, human resources, typical coffee shop (consistency), relations, information, and skills. Resources that are classified as very important are production tools, raw materials, and typical coffee shops (consistency). The second element is seiz-ing the owner of the coffee shop and roastery to make a strategy in getting raw materials (coffee) in the form of green by buying to farmers and suppliers, capital obtained by saving, own production equipment, business locations obtained by renting and owning, Human resources are carried out by recruitment, relations are obtained by following the community, skills are obtained by following a training class or based on experience, and a typical coffee shop (consistency) is obtained by concocting a roastery machine that differentiates it from other coffee shops based on the consistency of the coffee shop in order to be distinctive. The third element is a transformation that is carried out by the owner of the coffee shop and roastery so that there is an increase in sales turnover, namely improvement in HR management, product improvement, increased sales and marketing and a typical coffee shop.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/28/051906754 |
| Uncontrolled Keywords: | - |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.5 Management of production > 658.57 Research and Development |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 18 Aug 2020 03:00 |
| Last Modified: | 18 Aug 2020 03:00 |
| URI: | http://repository.ub.ac.id/id/eprint/172712 |
Actions (login required)
 |
View Item |