Usulan Strategi Bisnis untuk Meningkatkan Kemampuan Bersaing UMKM Emi Cake, Cimahi, Berdasarkan Analisis Lingkungan Internal dan Eksternal

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Published: Jun 30, 2024
DOI: https://doi.org/10.28932/jis.v7i1.8931
Keywords:
EFE Matrix, IE Matrix, IFE Matrix, QSPM, SWOT Matrix

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Zsa Zsa Thalia
Program Studi Teknik Industri, Fakultas Teknologi dan Rekayasa Cerdas, Universitas Kristen Maranatha, Bandung, Indonesia
Yulianti Talar
Program Studi Teknik Industri, Fakultas Teknologi dan Rekayasa Cerdas, Universitas Kristen Maranatha, Bandung, Indonesia

Abstract

Emi Cake merupakan Usaha Mikro, Kecil, dan Menengah (UMKM) yang didirikan pada tahun 2015, bergerak di bidang produksi kue. Saat ini Emi Cake sedang menghadapi permasalahan pendapatan rendah. Penelitian ini bertujuan untuk mengusulkan strategi bisnis Emi Cake dengan memanfaatkan informasi dari perusahaan dan konsumen. Penelitian tersebut akan memberikan gambaran menyeluruh mengenai kondisi internal dan eksternal Emi Cake. Data dikumpulkan melalui wawancara dan kuesioner kepada 4 orang perwakilan Emi Cake dan 30 orang konsumen Emi Cake. Penelitian ini menggunakan Internal Factor Evaluation Matrix (Matriks IFE) dan External Factor Evaluation Matrix (Matriks EFE) untuk menilai faktor internal dan eksternal Emi Cake, Internal-Eksternal Matrix (Matriks IE) untuk mengetahui posisi strategisnya, Strengths-Weaknesses-Opportunities -Threats Matrix (Matriks SWOT) untuk perumusan strategi, dan Quantitative Strategic Planning Matrix (QSPM) untuk memilih strategi terbaik. Berdasarkan QSPM, dua strategi dengan Total Attractiveness Score (TAS) tertinggi adalah mengadakan promosi melalui penawaran khusus pada waktu tertentu (TAS = 4.155) dan membuat konten yang konsisten pada akun Instagram khusus (TAS = 3.892). Rekomendasi diberikan berdasarkan strategi yang dipilih. Strategi yang diusulkan bertujuan untuk meningkatkan keunggulan kompetitif Emi Cake dan pada akhirnya memberikan dampak positif terhadap pendapatannya.

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How to Cite
Thalia, Z. Z., & Talar, Y. (2024). Usulan Strategi Bisnis untuk Meningkatkan Kemampuan Bersaing UMKM Emi Cake, Cimahi, Berdasarkan Analisis Lingkungan Internal dan Eksternal. Journal of Integrated System, 7(1), 13–30. https://doi.org/10.28932/jis.v7i1.8931
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Vol. 7 No. 1 (2024): Journal of Integrated System Vol. 7 No. 1 (June 2024)
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Articles
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