Analisis Kompetitif Usaha Kedai Kopi Sebagai Salah Satu Peluang Usaha di Masa Pandemi Covid-19 (Studi Kasus di C'Shalma Coffee Shop)

Authors

  • Darwis Sunandar Bogor Ibn Khaldun University
  • Renea Shinta Aminda Universitas Ibn Khaldun

DOI:

https://doi.org/10.32832/djip-uika.v2i1.5038

Abstract

The COVID-19 pandemic has resulted in many workers being laid off. One of the business opportunities for newly laid off workers with promising prospects is a coffee shop business. The purpose of this research is to find out the right business strategies for newcomers to the coffee shop business. The research method uses SWOT analysis. The results show that the operational strategy suggested in the SWOT Matrix must be based on aggressive growth. According to the IE matrix, the strategy that can be applied by C'Shalma Coffee Shop as a newcomer to the business is an intensive strategy which includes market penetration, market development, and product development. According to QSPM calculations, C'Shalma Coffee Shop must implement a market penetration strategy through price adjustments, increased promotions, product quality improvements, customer referrals, and diversification.

Author Biography

Darwis Sunandar, Bogor Ibn Khaldun University

Magister Manajemen Sekolah Pasca Sarjana UIKA

References

Akbas, F., Markov, S., Subasi, M., & Weisbrod, E. (2018). Determinants and consequences of information processing delay: Evidence from the Thomson Reuters Institutional Brokers' Estimate System. Journal of Financial Economics, 127(2), 366–388. https://doi.org/ 10.1016/j.jfineco.2017.11.005

Brealey, R. A., Myers, S. C., & Allen, F. (2017). Principles of Corporate Finance (12th ed.). New York: McGraw-Hill Education.

Beritasatu.com. (2020). 2.322 Koperasi dan 185.184 UMKM Terdampak Covid-19. Penulis Herman. Rubrik Ekonomi. Terbit Juni 2020. https://www.beritasatu.com/ ekonomi/642537/2322-koperasi-dan-185184-umkm-terdampak-covid19

Bisnis.com. (2020). Survei BI : 87,5 Persen UMKM Indonesia Terdampak Pandemi Covid-19. Penulis : Dany Saputra, Editor : Annisa Margrit. Rubrik Ekonomi. Terbit Maret 2021. https://ekonomi.bisnis.com/read/20210319/9/1370022/survei-bi-875-persen-umkm-indonesia-terdampak-pandemi-covid-19Freddy Rangkuti. (2014). Analisis SWOT : Teknik Membedah Kasus Bisnis. Jakarta : PT. Gramedia Pustaka Utama.

Carlson, Benny. (2021). Penerapan Terhadap Analisis Swot Pada Usaha First Hook Coffee. Universitas Internasional Batam : Journal UIB.ac.id Vol. 1, No. 1, (2021) Published : March 03, 2021 Conference on Community Engagement Project. https://journal.uib.ac.id/index.php/concept.

CNNIndonesia. (2020). Maskapai Rugi Rp 22T Akibat Virus Corona. Rubrik Bisnis. Terbit April 2020. https://www.cnnindonesia.com/ekonomi/20200424183550-92-497102/ maskapai-rugi-rp22-t-akibat-virus-corona.

Choi, A. S., Lee, C. K., Tanaka, K., & Xu, H. (2018). Value spillovers from the Korean DMZ areas and social desirability. Journal of Behavioral and Experimental Economics, 75(April), 95–104. https://doi.org/10.1016/j.socec.2018.04.010.

Creswell, John W. (2012). Research Design: Pendekatan Kualitatif, Kuantitatif, dan Mixed. Diterjemahkan oleh Achmad Fawaid. Edisi Ketiga. Yogyakarta: Pustaka Pelajar.

David, Fred R. 2006. Manajemen Strategi. Buku 1. Diterjemahkan oleh Paulyn Sulistio. Edisi Kesepuluh. Jakarta : Salemba Empat.

Ginting, A. (2006). Perumusan Strategi Perusahaan PT X Menggunakan Matriks Evaluasi Faktor. Jurnal Sistem Teknik Industri, 7(1), 1–5.

Hasibuan Siska, Dedi Wahyudi. (2019). Strategi Pemasaran Menggunakan Analisis SWOT Pada Usaha Minuman Happy Bubble Drink di Kota Binjai . Seminar Nasional Sains & Teknologi Informasi (SENSASI) ISBN: 978-602-52720-2-8 SENSASI 2019 Juli 2019 Hal: 165 – 169. http://prosiding.seminar-id.com/ index.php/sensasi/issue/archive.

Jabarprof.go.id (2018). Industri Kreatif Bergairah, Kota Bogor Disesaki 150 Kedai Kopi Website Resmi Pemerintah Daerah Provinsi Jawa Barat. Rubrik Berita. Edisi bulan Oktober 2018. https://jabarprov.go.id/index.php/news/30478/Industri_Kreatif_Bergairah_ Kota_Bogor_Disesaki_150_Kedai_Kopi.

Jumingan. (2011). Studi Kelayakan Bisnis. Jakarta : Bumi Aksara.

Julianti, Nanang Djunaedi dan Mella Taswir. (2019). Analisis Swot Strategi Areom Kopi Di Tengah Trend Ngopi Ditinjau Dari Sudut Pandang Manajemen. Jurnal Syntax Idea ISSN: 2684-6853 e-ISSN : 2684-883X. Vol. 1, No. 7 November 2019.

Kompas.com. (2021). Gerai Giant BakalTutup Semua, Aprindo Sebut Dampak dari Pandemi Covid-19. Editor Bambang P. Jatmiko. Rubrik Money. Terbit Mei 2021. https://money.kompas.com/read/2021/05/31/155445726/gerai-giant-bakaltutup-semua-aprindo-sebut-dampak-dari-pandemi-covid-19?page=all.

Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2. Jakarta: PT. Indeks.

Maryani, Dede Yeni, Dini Rochdiani, Budi Setia. Strategi Pengembagan Bisnis Kedai Kopi"AI Coffee” Di Desa Pakemitan Kecamatan Ciawi Kabupaten Tasikmalaya. Jurnal Ilmiah Mahasiswa Agroinfo Galuh Volume 7, Nomor 3, September 2020 : 739-748.

Munandar, J.N., A.L. Tumbel., A.S.Soegoto. (2020). Analisis Swot Dalam Menentukan Strategi Pemasaran Bisnis Kopi Saat Pandemi Covid-19 (Studi Kasus Pada Black Cup Coffee And Roastery Manado). Jurnal EMBA ISSN 2303-1174, Vol.8 No.4 Oktober 2020, Hal. 1191-1202

Porter, Michael E. (2012). Strategi Bersaing ,Teknik Menganalisis Industri dan Pesaing.Alih bahasa : Agus Maulana. Jakarta : Erlangga.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R and D. Bandung: Alfabeta.

Yoursay.id. (2019). Kedai Kopi Bisnis Masa Kini Menjanjikan di Masa Depan. Rubrik Lifestyle. Terbit Oktober 2019. https://yoursay.suara.com/lifestyle/2019/10/25 /065000/kedai-kopi-bisnis-masa-kini-menjanjikan-di-masa-depan.

Downloads

Published

2022-04-01

How to Cite

Sunandar, D., & Aminda, R. S. (2022). Analisis Kompetitif Usaha Kedai Kopi Sebagai Salah Satu Peluang Usaha di Masa Pandemi Covid-19 (Studi Kasus di C’Shalma Coffee Shop). Diversity: Jurnal Ilmiah Pascasarjana, 2(1). https://doi.org/10.32832/djip-uika.v2i1.5038