Prasidya, Kanyaka Raras and Prof. Dr. Drs. Kadarisman Hidayat,, M.Si. and Mufarrohah,, SE., MSA., Ak., CA. (2023) Manajemen Strategi Untuk Meningkatkan Penjualan Food and Beverage Hotel X Di Era Pandemi Covid-19. Diploma thesis, Universitas Brawijaya.
Abstract
Pandemic Covid-19 memberikan dampak penurunan yang signifikan pada tingkat occupancy hotel di Indonesia. Penurunan tingkat hunian ini juga memberikan dampak buruk pada penjualan food and beverage. Oleh karena itu, departemen food and beverage memerlukan manajemen strategi agar dapat meningkatkan penjualan selama pandemic Covid-19. Adapun tujuan dari penelitian ini adalah mengetahui manajemen strategi yang diterapkan oleh Hotel X untuk meningkatkan penjualan Food and Beverage di Era Pandemi Covid-19. Penelitian ini merupakan penelitian kualitatif dengan metode pengumpulan data melalui wawancara. Sampel dalam penelitian ini adalah 3 orang staff Departemen F&B yang terdiri meliputi executive chef, assistant f&b manager, dan assistant restaurant manager . Data yang dikumpulkan akan dianalisa dengan menggunakan tiga tahapan yaitu reduksi data, penyajian data dan penarikan kesimpulan. Kemudian peneliti juga menggunakan analisis SWOT untuk menentukan strategi yang tepat. Hasil penelitian menunjukkan Departemen FnB Hotel X telah melakukan manajemen strategi sesuai dengan proses dan tahap manajemen strategi menurut Coulter (2010) dan Strategi yang tepat untuk Departemen FnB Hotel X agar dapat meningkatkan penjualan adalah strategi penetrasi pasar (Market Penetration).
English Abstract
The Covid-19 pandemic has had a significant impact on hotel occupancy rates in Indonesia. The decline in the occupancy rate also has a negative impact on food and beverage sales. Therefore, the food and beverage department requires strategic management in order to increase sales during the Covid-19 pandemic. The purpose of this study is to find out the management strategy implemented by Hotel X to increase sales of Food and Baverage in the Covid-19 Pandemic Era. This research is a qualitative research with data collection method through interviews. The sample in this study were 3 staff from the F&B Department which consisted of executive chefs, assistant f&b managers, and assistant restaurant managers. The data collected will be analyzed using three stages, namely data reduction, display data and conclusion. Then the researcher also uses a SWOT analysis to determine the right strategy. The results show that the FnB Hotel X Department has carried out strategic management in accordance with the process and stages of strategic management according to Coulter (2010) and the right strategy for the Hotel X FnB Department in order to increase sales is a market penetration strategy (Market Penetration)
| Item Type: | Thesis (Diploma) |
|---|---|
| Identification Number: | 0523170638 |
| Uncontrolled Keywords: | manajemen, strategi, pandemi-management, strategy, pandemic |
| Divisions: | Program Vokasi > D4 Manajemen Perhotelan |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 21 Jun 2024 03:50 |
| Last Modified: | 21 Jun 2024 03:50 |
| URI: | http://repository.ub.ac.id/id/eprint/221050 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Kanyaka Raras Prasidya.pdf Restricted to Registered users only Download (1MB) |
Actions (login required)
 |
View Item |