Perancangan Strategi Bisnis untuk Meningkatkan Daya Saing Bisnis Dekorasi Event (Studi Kasus: Podojoyonyo Decoration)

Aryanti, Sefrillia Dwi (2026) Perancangan Strategi Bisnis untuk Meningkatkan Daya Saing Bisnis Dekorasi Event (Studi Kasus: Podojoyonyo Decoration). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri dekorasi event mengalami pertumbuhan yang signifikan sering meningkatnya kebutuhan masyarakat terhadap berbagai kegiatan sosial atau perayaan. Namun, pelaku usaha pada sektor ini masih menghadapi tantangan seperti persaingan yang ketat, pasar yang sensitif terhadap harga, dan tuntutan untuk terus mengikuti tren. Podojoyonyo Decoration sebagai usaha dekorasi event yang telah beroperasi sejak tahun 2010 perlu memiliki strategi bisnis yang mampu meningkatkan daya saing dan mendukung transformasi menuju penyedia solusi yang lebih berorientasi pada pelanggan.Tujuan dari penelitian ini adalah untuk membantu bisnis tersebut dalam perancangan strategi bisnis berbasis servitization untuk meningkatkan daya saing. Digunakan pendekatan Product Service System sebagai dasar dalam penciptaan nilai tambah melalui integrasi produk dan jasa sesuai kebutuhan pelanggan. Analisis kondisi internal dilakukan berdasarkan kapabilitas servitization sedangkan untuk analisis kondisi eksternal dilakukan berdasarkan empat dimensi lingkungan bisnis. Formulasi strategi dilakukan melalui tiga tahapan, yaitu The Input Stage menggunakan Matriks IFE dan EFE, The Matching Stage menggunakan Matriks IE dan Matriks TOWS, serta The Decision Stage menggunakan Quantitative Strategic Planning Matrix (QSPM). Hasil analisis menunjukkan bahwa Podojoyonyo Decoration berada pada posisi Hold and Maintain. Posisi tersebut menghasilkan dua kelompok alternatif strategi, yaitu Market Penetration dengan total empat alternatif strategi dan kelompok New Offering Innovation dengan total tujuh alternatif strategi. Berdasarkan hasil QSPM, strategi dengan nilai STAS tertinggi yaitu strategi WO2, strategi WO2, dan strategi WT2 sehingga dapat dipilih sebagai prioritas strategi yang sesuai untuk mendukung pengembangan bisnis dekorasi event yang berorientasi jasa.
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The event decoration industry has experienced significant growth alongside the increasing demand for various social events and celebrations. However, businesses in this sector continue to face challenges, including intense competition, price sensitive markets, and the need to continuously adapt to emerging trends. Podojoyonyo Decoration, an event decoration business that has operated since 2010, requires an appropriate business strategy to enhance its competitiveness and support its transformation toward a more customer-oriented solution provider. This study aims to develop a servitization based business strategy to improve the company’s competitiveness. The Product Service System (PSS) approach is employed as the foundation for creating added value through the integration of products and services tailored to customer needs. Internal conditions were analyzed based on servitization capabilities, while external conditions were assessed using four dimensions of the business environment. The strategy formulation process was conducted through three stages: the Input Stage using the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, the Matching Stage using the Internal-External (IE) and TOWS matrices, and the Decision Stage using the Quantitative Strategic Planning Matrix (QSPM). The results indicate that Podojoyonyo Decoration is positioned in the Hold and Maintain quadrant. This position generated two groups of strategic alternatives: Market Penetration, consisting of fourf alternative strategies, and New Offering Innovation, consisting of seven alternative strategies. Based on the QSPM results, the strategies with the highest STAS values are the WO2 strategy, WO2 strategy, and WT2 strategy so that they can be selected as appropriate strategic priorities to support the development of service-oriented event decoration businesses.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Manajemen Strategi, Servitization, Product Service System, QSPM, Strategic Management, Servitization, Product Service System, QSPM
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning.
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Sefrillia Dwi Aryanti
Date Deposited:	28 Jul 2026 07:05
Last Modified:	28 Jul 2026 10:38
URI:	http://repository.its.ac.id/id/eprint/138693

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