PERUMUSAN STRATEGI USAHA MENGGUNAKAN IFE, EFE, IE, SWOT, DAN QSPM
DOI:
https://doi.org/10.37932/j.e.v13i1.673Keywords:
Coffee Shop, Matriks IFE dan EFE, IE, SWOT, QSPMAbstract
Penelitian ini menggunakan pendekatan deskriptif kualitatif yang bertujuan untuk merumuskan strategi usaha pada Coffee Shop di Kecamatan Tembalang, Kota Semarang. Pengumpulan data dilakukan dengan cara wawancara, kuesioner, dan observasi. Analisis data menggunakan Matriks IFE, EFE, IE, SWOT, dan QSPM yang menunjukkan hasil skor tertimbang IFE sebesar 2,691 dan skor tertimbang EFE sebesar 2,870. Hasil analisis Matriks IE berada pada kuadran V yang menunjukkan posisi usaha “Ditahan dan Dijaga”, sehingga strategi yang dapat diterapkan adalah strategi pengembangan produk dan penetrasi pasar. Terdapat 10 strategi yang didapatkan berdasarkan Matriks SWOT, kemudian melalui QSPM dihasilkan prioritas alternatif strategi yang sesuai untuk Coffee Shop di Kecamatan Tembalang, yaitu menjaga kualitas dan konsistensi rasa produk serta melakukan inovasi produk melalui kerja sama dengan pemasok agar produk tetap sesuai dengan minat pelanggan dengan TAS sebesar 6,382.Downloads
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