Muhamad Idlofi Mahdi, . (2026) FORMULASI STRATEGI PENGELOLAAN PASAR JAMBU DUA TERHADAP PENURUNAN PENJUALAN UNIT KIOS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Jambu Dua Market in Bogor City, managed by PT. Bogor Artha Makmur, has experienced a declining trend in kiosk unit sales despite undergoing revitalization, even as the regional economy has shown stable growth of around 5% (2022-2024). This gap between market potential and actual sales performance points to a strategic problem requiring comprehensive resolution. This study aims to identify macro-external environmental factors, analyze internal and external managerial conditions, and formulate priority strategies to improve kiosk sales. The research applies an integrated strategic management approach: PESTEL analysis at the input stage; IFE-EFE, IE, SPACE, and SWOT matrices at the matching stage; and the Quantitative Strategic Planning Matrix (QSPM) at the decision stage. Results show that Jambu Dua Market falls in Quadrant IX (Harvest or Divest) of the IE Matrix and the Defensive Quadrant of the SPACE Matrix, reflecting weak internal conditions amid heavy external pressure, yielding 11 alternative strategies from the SWOT Matrix. The top QSPM priority is restructuring the kiosk financing scheme through banking partnerships (STAS = 5.934), followed by discontinuing ineffective promotion and reallocating resources to more productive marketing channels (STAS = 5.622), and restructuring digital-based marketing to better target prospective buyers (STAS = 5.445). These findings indicate that financing accessibility and digital marketing effectiveness are the most critical factors for improving kiosk sales. The recommended strategy follows a retrenchment approach restructuring sales mechanisms and reallocating resources toward more productive activities without divesting the market's physical assets.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210312054] [Pembimbing: Redian Wahyu Elanda] [Penguji 1: Dr.Nanang Alamsyah] [Penguji 2: Intan Novita Dewi] |
| Uncontrolled Keywords: | Strategic Management, SWOT, QSPM |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General) |
| Divisions: | Fakultas Teknik > Program Studi Teknik Industri (S1) |
| Depositing User: | MUHAMAD IDLOFI MAHDI |
| Date Deposited: | 28 Aug 2026 07:43 |
| Last Modified: | 28 Aug 2026 07:43 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52965 |
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