Analisa Strategi Bisnis Toko Alat Musik Maju Jaya dengan Metode QSPM dan SWOT

Pawigo, Akladera Putra (2025) Analisa Strategi Bisnis Toko Alat Musik Maju Jaya dengan Metode QSPM dan SWOT. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk merumuskan dan menganalisa strategi bisnis yang efektif bagi Toko Alat Musik Maju Jaya guna mengatasi tantangan persaingan pasar yang semakin intensif, seiring dengan meningkatnya minat masyarakat melalui maraknya konten musik di media sosial. Fokus penelitian ini terletak pada empat aspek utama, yaitu meningkatkan daya saing di pasar, mengantisipasi dampak kenaikan tarif bea cukai, faktor yang memengaruhi minat bermain alat musik, serta peran media digital dan teknologi didalamnya. Metode penelitian yang digunakan adalah formulasi strategi yang dimulai dari identifikasi faktor internal dan eksternal. Selanjutnya dicocokkan dengan teknik analisis matriks SWOT (Strengths, Weaknesess, Opportunities, Threats) dan matriks IE (Internal Eksternal). Kemudian yang terakhir adalah hasil keputusan yang diintegrasikan dengan matriks QSPM (Quantitative Strategic Planning Matrix). Data yang dikumpulkan melalui wawancara dan formulir, dengan mengidentifikasi factor faktor yang mempengaruhi daya saing dan posisi toko di pasar. Populasi penelitian adalah pelanggan, supplier dan pemilik toko. Hasil penelitian didapati strategi utama berdasarkan nilai STAS (Sum Total Attractiveness Scores). Strategi terpilih adalah meningkatkan promosi melalui media sosial dan platform e-commerce dengan konten memperkenalkan inovasi produk lokal agar dapat menjangkau pasar yang lebih luas, sehingga menjadi pilihan utama bagi musisi seluruh Indonesia dengan media digital sebagai sarana promosinya.
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This research aims to formulate and analyze effective business strategies for Maju Jaya Musical Instrument Store to address the challenges of increasingly intense market competition, alongside the growing public interest in music due to the rise of music-related content on social media. The research focuses on four main aspects enhancing market competitiveness, anticipating the impact of rising customs tariffs, factors influencing interest in playing musical instruments, and the role of digital media and technology. The research method used involves strategy formulation, starting with the identification of internal and external factors. These are then matched using SWOT (Strengths, Weaknesses, Opportunities, Threats) matrix analysis and IE (Internal-External) matrix. The final decision is integrated with the QSPM (Quantitative Strategic Planning Matrix). Data was collected through interviews and forms, identifying factors influence competitiveness and store's market position. The research population includes customers, suppliers, and store owner. The study's results identified main strategy based on the STAS (Sum Total Attractiveness Scores). The selected strategy is to enhance promotion through social media and e-commerce platforms by introducing innovations in local products, enabling the store to reach wider market and become primary choice for
musicians across Indonesia, with digital media as promotional tool.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Toko Musik, Media Sosial, Formulasi Strategi, Matriks SWOT, Matriks QSPM ============================================================ Music Store, Social Media, Strategy Formulation, SWOT Matrix, QSPM Matrix
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.2 Knowledge management. H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Akladera Putra Pawigo
Date Deposited:	14 Jul 2025 02:35
Last Modified:	14 Jul 2025 02:35
URI:	http://repository.its.ac.id/id/eprint/119630

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