Hakim, Bagus Razy Syabandita (2017) Analisis Persaingan Guest House Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilatarbelakangi oleh perkembangan guest house di Kota Malang yang semakin menjamur dengan adanya bermacam ragam guest house yang bermunculan dengan potensi yang dapat dikembangkan untuk memajukan industri guest house di Kota Malang. Tujuan penelitian ini adalah untuk mengetahui bagaimana kondisi persaingan guest house serta strategi bersaing yang digunakan dalam menghadapi persaingan guest house di Kota Malang. Penelitian ini menggunakan metode deskriptif kualitatif. Hasil penelitian ini berdasarkan konsep analisis five force oleh Michael Porter menunjukan bahwa persaingan guest house di Kota Malang tergolong tinggi dan pertumbuhan yang pesat disertai potensi ancaman produk dan jasa lain seperti hotel, apartemen, dan kamar kos harian yang dapat disewakan dengan peluang pembelian yang tinggi. Namun dalam penelitian ini ditemukan bahwa diferensiasi masih lemah dan pemanfaatan peluang belum maksimal. Oleh karena itu guest house di Kota Malang perlu mengembangkan strategi diferensiasi citra produk dan pengontrolan hubungan dengan konsumen.
English Abstract
This research is motivated by the development of various kinds of guest houses in Malang, which are potential for further development to improve guest house industry in the city. The purpose of this study is to identify the condition of guest house competition in Malang and the competitive strategy used by the businesses in facing the competition. This study uses descriptive qualitative method. The results of this study, based on the concept of five-force analysis by Michael Porter, show that the competition of guest house business in Malang is high, accompanied by rapid growth and potential threats of similar services such as hotels, apartments, and daily-rent rooms with high purchasing opportunities. Furthermore, this study finds weak differentiations and ineffective use of opportunities by guest house businesses. Therefore, they need to develop product differentiation strategy and control their relationship with the customers.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/369/051708843 |
| Uncontrolled Keywords: | Guest House, Michael Porter, Five Force, Kota Malang, Strategi |
| Subjects: | 600 Technology (Applied sciences) > 640 Home and family management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Sep 2017 08:52 |
| Last Modified: | 11 Aug 2020 14:05 |
| URI: | http://repository.ub.ac.id/id/eprint/2666 |
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