Naibaho, Halecia Hepy Yantika and ST., MT., Ir. Ratih Ardia Sari, ST., MT. (2023) Analisis Strategi Pemasaran Pada Cafe Dan Restoran Osing Deles Berdasarkan Segmentation, Targetting, Positioning Dan Bauran Pemasaran. Sarjana thesis, Universitas Brawijaya.
Abstract
Adanya peningkatan bisnis kuliner menimbulkan persaingan khususnya pada cafe dan restoran di kota Banyuwangi, hal ini dikarenakan banyaknya pengusaha-pengusaha lain yang sejenis. Selain persiangan yang ketat, Cafe dan Restoran Osing Deles Banyuwangi mengalami kendala dari dampak pandemi Covid-19 yang menerapkan Pembatasan Sosial Bersekala Besar (PSBB). Hal ini membawa pengaruh besar terhadap kegiatan bisnis Cafe dan Restoran Osing Deles Banyuwangi sehingga mengalami penurunan penjualan. Selain itu berdasarkan data tahun 2019-2021 target penjualan yang ditetapkan, terdapat permasalahan tidak tercapainya target penjualan. Berdasarkan uraian permasalahan tersebut, maka dibutuhkan adanya strategi pemasaran yang tepat sasaran dan dapat diaplikasikan dengan mempertimbangkan faktor-faktor yang dapat mempengaruhi lingkungan usaha, seperti aktivitas dari segmen sasaran, kebijakan pemerintah yang berlaku, serta kondisi pesaing, dan lain-lain yang akan membantu permasalahan di Cafe dan Restoran Osing Deles Banyuwangi. Strategi pemasaran dilakukan melalui beberapa tahapan. Penelitian ini menggunakan metode STP, Bauran Pemasaran, Identifikasi Faktor Eskternal, SWOT dan AHP untuk merumuskan alternatif strategi yang sesuai dengan kondisi perusahaan. Tahap pertama adalah menganalisis lingkungan internal dan ekternal perusahaan. Analisis lingkungan internal meliputi analisis terhadap STP dan Bauran Pemasaran. Penentuan STP dan Bauran Pemasaran dilakukan berdasarkan wawancara dan penyebaran kuesioner kepada konsumen. Sedangkan analisis lingkungan eksternal dianalisis dengan pengamatan terhadap lingkungan makro yang terdiri dari lingkungan ekonomi, sosial, budaya, dan demografi, politik dan hukum, serta teknologi. Lingkungan mikro terdiri dari pelanggan dan pesaing. Berdasarkan penelitian, terdapat 41 faktor yang mempengaruhi pemasaran dan penjualan pada Café dan Restoran Osing Deles. Pada tahap selanjutnya dilakukan analisis SWOT berdasarkan faktor-faktor internal dan eksternal yang akan dibagi menjadi empat faktor kunci yang terdiri dari kekuatan, kelemahan, peluang dan ancaman. Kemudian 41 faktor (internal dan eksternal) dilakukan pemilihan alternatif strategi melalui tahap diskusi bersama pihak Café dan Restoran Osing Deles sehingga menghasilkan 7 alternatif strategi. Dari 7 alternatif strategi yang terpilih tersebut kemudian dinilai pada tahap keputusan dengan menggunakan metode AHP. Setelah menemukan nilai dari masing-masing kriteria dilakukan perhitungan sebanyak 3x untuk mengetahui nilai inconsistency index dengan menggunakan software Expert Choice, sehingga menghasilkan nilai inconsistency index sebesar 0.08 yang dapat diartikan hasil matriks perbandingan dapat diterima. Keseluruhan strategi yang termuat pada menu sintesis dapat diketahui nilai overal inconsistency index. Nilai overal inconsistency index diperoleh sebesar 0.08 dengan alternatif yang memperoleh nilai tertinggi diantaranya meningkatkan kualitas produk sebesar 0.372, meningkatkan promosi dan diskon sebesar 0.214, dan memudahkan pemesanan produk 0.147 dan dapat dijadikan sebagai strategi pemasaran yang tepat.
English Abstract
An increase in the culinary business has led to competition, especially in cafes and restaurants in the city of Banyuwangi, this is due to the many other similar entrepreneurs. Apart from the tight competition, the Osing Deles Banyuwangi Cafe and Restaurant experienced problems from the impact of the Covid-19 pandemic which implemented Large- Scale Social Restrictions (PSBB). This had a major influence on the business activities of the Osing Deles Banyuwangi Cafe and Restaurant so that sales decreased. In addition, based on the data for 2019-2021 the sales targets have been set, there are problems with not achieving sales targets. Based on the description of the problem, it is necessary to have a marketing strategy that is right on target and can be applied by taking into account factors that can affect the business environment, such as activities of the target segment, applicable government policies, and conditions of competitors, and others that will help solve the problem. at the Osing Deles Banyuwangi Cafe and Restaurant. The marketing strategy is carried out through several stages. This study uses the STP method, Marketing Mix, Identification of External Factors, SWOT and AHP to formulate alternative strategies that are in accordance with company conditions. The first stage is to analyze the company's internal and external environment. Internal environment analysis includes analysis of STP and Marketing Mix. Determination of STP and Marketing Mix is carried out based on interviews and distribution of questionnaires to consumers. While the analysis of the external environment is analyzed by observing the macro environment which consists of the economic, social, cultural, and demographic, political and legal, and technological environment. The microenvironment consists of customers and competitors. Based on the research, there are 41 factors that influence marketing and sales at the Osing Deles Café and Restaurant. In the next stage, a SWOT analysis is carried out based on internal and external factors which will be divided into four key factors consisting of strengths, weaknesses, opportunities and threats. Then 41 factors (internal and external) were selected for alternative strategies through a discussion stage with Café and Restaurant Osing Deles to produce 7 alternative strategies. Of the 7 alternative strategies that were selected, they were then assessed at the decision stage using the AHP method. After finding the value of each criterion, 3x calculations were carried out to find out the inconsistency index value using Expert Choice software, resulting in an inconsistency index value of 0.08 which can be interpreted that the results of the comparison matrix are acceptable. The overall strategy contained in the synthesis menu can be seen the value of the overall inconsistency index. The overall inconsistency index value is 0.08 with the alternative that gets the highest score including improving product quality by 0.372, increasing promotions and discounts by 0.214, and facilitating product ordering 0.147 and can be used as an appropriate marketing strategy.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523070046 |
| Uncontrolled Keywords: | Strategi Pemasaran, Segmentation, Targeting, Positioning, Bauran Pemasaran, SWOT, AHP .- Marketing Strategy, Segmentation, Targeting, Positioning, Marketing Mix, SWOT, AHP |
| Subjects: | 600 Technology (Applied sciences) > 670 Manufacturing |
| Divisions: | Fakultas Teknik > Teknik Industri |
| Depositing User: | PKN 02 UB |
| Date Deposited: | 07 Jun 2023 06:36 |
| Last Modified: | 07 Jun 2023 06:37 |
| URI: | http://repository.ub.ac.id/id/eprint/201093 |
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Text (DALAM MASA EMBARGO)
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