Fauziyyah, Iradatullah Hasna (2025) Analisis Strategi Pengembangan Usaha Pudring Dengan Pendekatan Swot Di Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini membahas strategi pengembangan usaha Pudring di Kota Surabaya di tengah meningkatnya minat masyarakat terhadap produk dessert dan persaingan bisnis kuliner yang semakin ketat. Permasalahan utama yang dihadapi usaha Pudring meliputi promosi yang belum optimal, keterbatasan modal, sistem penjualan berbasis pre-order, serta kemasan produk yang belum memberikan pengalaman maksimal bagi konsumen. Kondisi ini mendorong perlunya analisis strategi yang tepat agar usaha mampu meningkatkan daya saing dan memperluas pasar. Penelitian ini bertujuan untuk menganalisis strategi pengembangan usaha Pudring dengan menggunakan pendekatan SWOT. Pendekatan ini membantu mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang ada. Metode yang digunakan adalah metode kualitatif dengan teknik observasi dan wawancara mendalam terhadap pemilik usaha serta dua konsumen yang pernah membeli produk Pudring. Data yang dikumpulkan kemudian dianalisis melalui beberapa tahap, yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Hasil analisis disusun dalam bentuk matriks IFAS, EFAS, dan matriks SWOT untuk menentukan strategi pengembangan usaha yang memiliki prioritas tinggi. Berdasarkan hasil penelitian, kekuatan utama usaha Pudring terletak pada kualitas rasa yang baik, harga yang terjangkau, serta pelayanan yang baik. Kelemahan usaha terlihat pada aspek promosi, keterbatasan modal, kemasan produk, dan sistem penjualan. Peluang usaha muncul dari meningkatnya permintaan dessert serta kebutuhan produk untuk berbagai acara, sedangkan ancaman berasal dari persaingan dengan kompetitor dan ketidakstabilan harga bahan baku. Strategi yang direkomendasikan berfokus pada pemanfaatan kekuatan untuk menangkap peluang melalui penguatan promosi digital, peningkatan kualitas kemasan, serta perluasan saluran distribusi, termasuk penggunaan platform pesan antar.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Strategi Pengembangan, IFAS, EFAS, SWOT, Produk Dessert, Pudring. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200362 Iradatullah Hasna Fauziyyah |
| Date Deposited: | 09 Jul 2026 01:23 |
| Last Modified: | 09 Jul 2026 01:23 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44774 |
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