Analisis SWOT sebagai Dasar Penyusunan Strategi Pengembangan Usaha pada Rumah Makan Padang Bayang Raya Kota Palembang

Abstract

This study aims to analyze business conditions and formulate a strategy for the development of Rumah Makan Padang Bayang Raya in Palembang. The research uses a qualitative approach with a case study method. Data was obtained through observation, interviews, documentation, and questionnaires to business owners, employees, and consumers. The analysis was carried out using SWOT supported by IFAS and EFAS Matrices to identify internal and external factors of the business. The results of the study show that businesses have strengths in the form of affordable prices, consistent taste, strategic locations, loyal customers, and experienced workforce. Meanwhile, the weaknesses include digital promotions that are not optimal, not yet utilizing online delivery services, simple financial records, and the lack of written SOPs. Business opportunities are supported by the development of social media, increasing public interest in culinary, and the use of digital payments, while threats come from business competition, rising raw material prices, and changing consumer preferences. The results of the analysis show a SWOT coordinate of (0.274; 0.273) which places business in Quadrant I, so that the SO strategy is the most appropriate strategy by utilizing business strength to capture development opportunities.