Nandito, Fadhil Dimas (2019) Evaluasi Efisiensi Gerai Restoran Cepat Saji dengan Metode Data Envelopment Analysis (DEA). Studi Kasus: Gerai Kentucky Fried Chicken (KFC) di Kota Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penjualan restoran cepat saji di Indonesia dari tahun 2015 hingga 2019 terus meningkat tiap tahunnya dan peningkatannya tertinggi dibandingkan dengan jasa makanan lainnya. Sebagai salah satu restoran cepat saji di Indonesia, Kentucky Fried Chicken (KFC) memiliki gerai terbanyak di antara restoran cepat saji lainnya, namun pangsa pasar KFC kian menurun tiap tahun. Dalam menjalankan bisnisnya, KFC telah menerapkan efisiensi di semua proses bisnisnya. Tetapi, penilaian efisiensi yang dilakukan KFC saat ini dinilai kurang efektif dikarenakan masih menggunakan pengukuran sederhana yaitu rasio aktivitas. Bukti dari berbagai industri dan penelitian terdahulu menunjukkan bahwa ada hubungan yang kuat antara pengukuran efisiensi dengan daya saing pasar, sehingga diperlukan suatu metode baru untuk mengukur efisiensi gerai KFC secara keseluruhan. Metode data envelopment analysis (DEA) mampu mengukur efisiensi dengan mengintegrasikan beberapa input dan output secara bersamaan. Metode DEA juga memungkinkan identifikasi efisiensi tiap gerai KFC yang nantinya dapat digunakan sebagai tolok ukur. Penelitian ini bertujuan untuk menerapkan metode DEA dalam pengukuran efisiensi dengan objek berupa gerai KFC di Kota Surabaya yang berjumlah 18 gerai. Hasil penelitian menunjukkan bahwa gerai KFC yang dinyatakan efisien secara technical pada tahun 2018 sebanyak 6 gerai, gerai KFC yang dinyatakan efisien secara cost pada tahun 2018 sebanyak 10 gerai, dan gerai KFC yang dinyatakan efisien secara overall sebanyak 14 gerai. Selain itu didapatkan juga referensi gerai dan target perbaikan untuk gerai KFC yang belum efisien. Lebih lanjut variabel input dan output yang paling memengaruhi nilai efisiensi gerai KFC adalah variabel input staff strength dan variabel output total covers. Analisis scale efficiency juga menunjukkan bahwa sebagian besar gerai KFC beroperasi pada skala increasing return to scale.
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Fast food restaurant sales in Indonesia from 2015 to 2019 continue to increase each year and the highest increase compared to other food services. As one of the fast food restaurants in Indonesia, Kentucky Fried Chicken (KFC) has the most outlets among other fast food restaurants, but its market share is decreasing every year. In running its business, KFC has implemented efficiency in all its business processes. However, the efficiency assessment carried out by KFC is currently considered ineffective because it still uses simple measurements, namely the activity ratio. Evidence from various industries and previous research shows that there is a strong relationship between measurement of efficiency and market competitiveness, so a new method is needed to measure the efficiency of KFC outlets as a whole. The data envelopment analysis (DEA) method is able to measure efficiency by integrating multiple inputs and outputs simultaneously. The DEA method also allows identification of the efficiency of each KFC outlet which can later be used as a benchmark. This study aims to apply the DEA method in measuring efficiency with objects in the form of KFC outlets in the city of Surabaya. The results shows that KFC outlets which considered to be technical efficient in 2018 were 6 outlets, KFC outlets which considered to be cost efficient in 2018 were 10 outlets, and KFC outlets which considered to be overall efficient were 14 outlets. Besides that, it was also obtained a reference and improvements for KFC outlets that were not yet efficient. Furthermore, the input and output variables that most influence the efficiency value of the KFC outlets are the staff strength as input variables and the total covers as output variable. Scale efficiency analysis also shows that most KFC outlets operate on an increasing return to scale scale
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.515 Nan e-1 |
| Uncontrolled Keywords: | Cost Efficiency, Data Envelopment Analysis, Kentcuky Fried Chicken, Restoran Cepat Saji, Technical Efficiency |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HD Industries. Land use. Labor > HD31 Management--Evaluation H Social Sciences > HD Industries. Land use. Labor > HD56.25 Industrial efficiency--Measurement. Industrial productivity--Measurement. H Social Sciences > HG Finance > HG4012 Mathematical models |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Fadhil Dimas Nandito |
| Date Deposited: | 08 Apr 2025 07:21 |
| Last Modified: | 08 Apr 2025 07:21 |
| URI: | http://repository.its.ac.id/id/eprint/67243 |
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