Amri, MochIqbal (2017) Perencanaan Strategi Pemasaran Restoran Menggunakan Analisis Swot Dan Metode Qspm (Quantitative Strategic Planning Matrix) (Studi Kasus Di Sambal Kocok Mamah Sum Gendut, Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Restoran merupakan salah satu bisnis makanan yang berpotensi mendatangkan keuntungan besar. Hal tersebut karena seiring dengan perkembangan jaman, kecenderungan orang untuk makan di luar rumah semakin meningkat dengan berbagai alasan praktis, ekonomis maupun prestige. Sambal Kocok Mamah Sum Gendut merupakan salah satu restoran di Kota Malang yang menyajikan beragam menu makanan berat dan minuman khas Indonesia. Tujuan dari penelitian ini untuk mengetahui alternatif strategi pemasaran yang sesuai dan menentukan prioritas alternatif strategi pemasaran yaitu dengan analisis SWOT dan Quantitative Strategic Planning Matriks (QSPM). Matriks SWOT dipilih karena merupakan alat yang cepat, efektif dan efisien dalam menemukan kemungkinan-kemungkinan yang berkaitan dengan pengembangan dan pengambilan keputusan. Responden yang digunakan tiga responden ahli yaitu owner, penangung jawab makanan dan manajer pemasaran. Berdasarkan hasil penelitian, didapatkan bahwa nilai matriks Internal Factor Evaluation adalah sebesar 2,695 dan nilai matriks Eksternal Factor Evaluation adalah 2,586. Analisa posisi restoran dengan menggunakan matriks Internal Eksternal didapatkan bahwa Restoran Sambal Kocok mamah Sum Gendut berada pada sel V yang menunjukkan bahwa strategi yang dapat diterapkan yaitu penetrasi pasar dan pengembangan pasar. Berdasarkan matriks SWOT didapatkan sembilan alternatif strategi khusus. Prioritas strategi didapatkan dengan menggunakan matriks QSPM untuk mendapatkan nilai Total Attractive Score (TAS). Strategi dengan nilai TAS terbesar merupakan strategi prioritas, strategi tersebut adalah menyediakan produk dengan pangsa pasar menengah keb bawah dan menyediakan paket atau porsi khusus(6,959). Strategi pada urutan kedua yaitu mempertahankan kualitas dan pelayanan produk untuk menarik konsumen (6,467). Straategi ketiga adalah mengoptimalkan bahan baku serta meminimalisir biaya produksi (6,338).
English Abstract
Restaurant is one of the food business that have potential and bring big profits. It is because along with the times, the tendency of people to eat outside home is increasing with a variety of practical reasons, like economic as well as prestige. Sambal Kocok Mamah Sum Gendut is one of the restaurants in Malang that serving a variety of heavy food and beverage menu of Indonesian food. The purpose of this research was to find out an alternative to the appropriate marketing strategy and to determine the priority of alternative marketing strategies i.e. SWOT analysis and Quantitative Strategic Planning Matrix (QSPM). The SWOT matrix is chosen because it is a tool that is fast, effective and efficient in finding possibilities with regard to development and decision making. Respondents used three respondent expertly i.e. owner, penangung food and responsible marketing manager. Based on this research, it was found that the value of the Internal Factor Evaluation matrix is equal to 2,695 and the value of External Factor Evaluation matrix is 2.586. Analysis of the position of the restaurant by using a matrix Internal External showed that Restauran Sambal Kocok Mamah Sum is in cell V which shows that the strategies that can be applied are the market penetration and market development. Based on the SWOT matrix obtained nine special strategic alternatives. Priority strategy obtained by using matrix QSPM to get value Total Attractive Score (TAS). Strategies with the greatest value of TAS is a priority strategy, the strategy is to provide products with a market share below the intermediate steel material and provide a package or a special portion (6.959). The strategy in the second is to maintain the quality and service of products to attract consumers (6.467). Strategi third position is to optimize raw materials and minimize production costs (6.338).
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2017/96/051702479 |
| Uncontrolled Keywords: | Pemasaran, restoran,SWOT, QSPM |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Hasil Pertanian |
| Depositing User: | Kustati |
| Date Deposited: | 28 Feb 2017 09:15 |
| Last Modified: | 24 Nov 2021 05:04 |
| URI: | http://repository.ub.ac.id/id/eprint/151547 |
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