ANALISIS PENGEMBANGAN USAHA PADA KAFE OMAH KOPI RUPA PALEMBANG

Aditia, Melani (2026) ANALISIS PENGEMBANGAN USAHA PADA KAFE OMAH KOPI RUPA PALEMBANG. Diploma thesis, Politeknik Negeri Sriwijaya.

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Abstract

Penelitian ini bertujuan mengkaji strategi pengembangan usaha pada Kafe Omah Kopi Rupa Palembang menggunakan analisis SWOT pada aspek produksi, pemasaran, sumber daya manusia, dan keuangan. Metode yang digunakan adalah deskriptif kualitatif melalui observasi, wawancara, dan kuesioner kepada 30 responden. Hasil penelitian mengidentifikasi 15 kekuatan, 15 kelemahan, 15 peluang, dan 15 ancaman. Faktor kekuatan tertinggi adalah menjaga harga terjangkau (0,21), karyawan ramah dan sigap (0,20), serta suasana outdoor nyaman (0,19). Kelemahan utama adalah inkonsistensi rasa (0,11), keterbatasan variasi menu (0,10), dan jarang menghadirkan menu baru (0,10). Peluang terbesar adalah Wi-Fi gratis (0,20), kerjasama platform online (0,20), dan tren minum kopi (0,19). Ancaman utama adalah preferensi konsumen terhadap indoor ber-AC (0,07), pesaing lebih cepat berinovasi (0,07), dan konsumen mudah bosan (0,07). Titik koordinat SWOT berada pada X = 1,45 dan Y = 1,82 (Kuadran I Agresif). Aspek yang paling mendesak diterapkan adalah pemasaran digital dan inovasi menu. Strategi agresif yang diusulkan layak diimplementasikan karena didukung kekuatan internal dominan dan peluang eksternal yang besar.. Kata Kunci: SWOT, IFAS, EFAS, Strategi Pengembangan Usaha

Item Type: Thesis (Diploma)
Uncontrolled Keywords: SWOT, IFAS, EFAS, Strategi Pengembangan Usaha
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Business Management > Undergraduate Theses
Depositing User: Pustaka Adm Bisnis
Date Deposited: 18 Aug 2026 06:15
Last Modified: 18 Aug 2026 06:15
URI: http://eprints.polsri.ac.id/id/eprint/24439

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