ANALISIS STRATEGI PENINGKATAN BISNIS DALAM UPAYA PERLUASAN PANGSA PASAR PADA AKARA COFFEE & SPACE MENGGUNAKAN METODE QSPM

Enggal Mahardika Putu Darma, . (2026) ANALISIS STRATEGI PENINGKATAN BISNIS DALAM UPAYA PERLUASAN PANGSA PASAR PADA AKARA COFFEE & SPACE MENGGUNAKAN METODE QSPM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Akara Coffee & Space faces challenges from monthly sales volume fluctuations due to high seasonal dependence on the student consumer segment. This study aims to formulate a business enhancement strategy to expand its market share to non-student consumers (professional workers and freelancers). The strategy formulation utilizes three phases: the Input Stage (IFE and EFE matrices); the Matching Stage (IE, SPACE, and SWOT matrices); and the Decision Stage (QSPM method). Primary data was collected via interviews and questionnaires from 97 potential professional worker respondents. The input stage results show strong company positions, with total weighted scores of 2.918 for the IFE matrix and 3.272 for the EFE matrix. In the matching stage, the IE matrix positions the company in Quadrant II (Grow and Build), supported by a SPACE matrix aggressive orientation in Quadrant I with coordinate points of (1.4 ; 1.5). The QSPM evaluation establishes the SO1 strategy as the primary priority, achieving the highest score of 6.417. Market validation demonstrates highly positive acceptance, where high-speed internet infrastructure receives the highest preference with a mean score of 4.5773.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210312011] [Pembimbing: Donny Montreano] [Penguji 1: Nanang Alamsyah] [Penguji 2: Amenda Septiala Tarigan]
Uncontrolled Keywords: Industrial Engineering; Market Expansion; QSPM Method; Strategic Formulation; Work From Cafe
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Teknik > Program Studi Teknik Industri (S1)
Depositing User: ENGGAL MAHARDIKA PUTU DARMA
Date Deposited: 28 Aug 2026 06:51
Last Modified: 28 Aug 2026 06:51
URI: http://repository.upnvj.ac.id/id/eprint/52475

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