Perumusan Strategi Pengembangan Bisnis Bebys Coffee Menggunakan Analisis SWOT dengan Neutrosophic Analytic Hierarchy Process
Abstract
Penelitian ini bertujuan untuk mengetahui strategi yang efektif dan efisien untuk pengembangan bisnis Bebys Coffee. Penelitian ini menggunakan data primer dengan penyebaran kuesioner kepada 6 responden yang bergerak di bidang industri kopi. Penelitian ini menggunakan pendekatan konsumen yakni pendekatan kualitatif deskriptif. Pengujian rumusan masalah menggunakan metode analisis SWOT (Strength, Weakness, Opportunity, Threat) dengan Neutrosophic Analytic Hierarchy Process (NAHP). Hasil penelitian ini menunjukkan perumusan strategi pengembangan bisnis Kopi Bebys berupa strategi keunggulan komparatif (SO) dengan perluasan merek; strategi investasi (WO) in-store dan infrastruktur pemasaran; strategi mobilisasi (ST) di ceruk pasar dengan diferensiasi produk linier dan strategi pengendalian kerusakan (WT) dengan strategi perang harga untuk meningkatkan kesadaran dan menutupi biaya operasional. Keterbatasan penelitian ini adalah penelitian ini hanya bersifat deskriptif dan kualitatif yang menitikberatkan pada pengembangan strategi manajemen yang komprehensif dan tidak mengembangkan strategi manajemen yang lebih detail pada hal-hal teknis. Sehingga Bebys Coffee memerlukan analisis SWOT menggunakan Neutrosophic AHP untuk menangkap peluang dari tingginya permintaan minuman kopi dan menghadapi ancaman pesaing yang memiliki merek kuat dan toko yang lebih nyaman.
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