ANALISIS SWOT DALAM USAHA UNTUK MENINGKATKAN JASA DAN LAYANAN DI TAMAN BALEKAMBANG SURAKARTA.
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ANALISIS SWOT DALAM USAHA UNTUK MENINGKATKAN JASA
DAN LAYANAN DI TAMAN BALEKAMBANG SURAKARTA
Usulan Proposal Penelitian untuk Penyusunan Tugas Akhir Jurusan
Manajemen Pemasaran, Fakultas Ekonomi
Universitas Sebelas Maret Surakarta
Oleh :
ADINDA RIZKY BAHARY
NIM. F3210002
FAKULTAS EKONOMI
UNIVERSITAS SEBELAS MARET SURAKARTA
2013
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HALAMAN PERYATAAN KEASLIAN PENELITIAN
Saya yang bertanda tangan di bawah ini :
Nama
: Adinda Rizky Bahary
NIM
: F3210002
Program Studi
: Manajemen Pemasaran
Judul
: Analisis SWOT Dalam Usaha Untuk Meningkatkan Jasa
dan Layanan di Taman Balekambang
Telah melaksanakan penelitian dan penulisan Laporan Tugas
Judul dan tempat penelitian sebagai berikut :
Judul
: Analisis SWOT Dalam Usaha Untuk Meningkatkan Jasa
dan Layanan di Taman Balekambang
Tempat Penelitian
: Taman Balekambang
Alamat
: belakang stadion Manahan Solo
Telepon
: Telp. 0274 8373005/0274 414233
Sehubungan dengan Tugas Akhir tersebut, dengan ini saya menyatakan
bahwa Tugas Akhir tersebut saya kerjakan dengan hasil karya saya sendiri, Bila
kemudian hari terbukti bukan saya yang mengerjakannya, maka saya bersedia
dikenakan sanksi yang telah ditetapkan Fakultas Ekonomi Universitas Sebelas
Maret Surakarta.
Demikian surat pernyataan yang saya buat dengan sebenar-benarnya.
Surakarta, …………………
Yang menyatakan,
Adinda Rizky Bahary
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MOTTO
1. Teruslah bekerja dan berusaha jika ingin sukses.
2. Orang yang cinta kepada pengetahuan senang mendapat teguran dan orang
yang tidak suka ditegur adalah orang dungu.(PENULIS)
3. Orang yang tidak mau dididik menjadi miskin dan hina, orang yang
mengindahkan nasihat akan dihormati.
4. Bangsa akan hancur jika tidak ada kepemimpinan tapi dengan penasihat
yang baik akan nada keselamatan.
5. Roda memang berputar, kadang dibawah dan kadang diatas, dan itu sesuai
dengan penggeraknya yaitu kita sendiri.(PENULIS)
6. Orang ingin sukses itu butuh proses dan proses yang dijalani itu tidaklah
mudah. (PENULIS)
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5
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PERSEMBAHAN
Laporan ini kupesembahkan kepada :
1. Ayah dan Ibuku yang selalu mendukungku
dengan sepenuh hati.
2. Sahabat-sahabatku
yang selalu
memotivasi
untuk maju dan terus belajar.
3. Staf
dan
karyawan
Taman
Balekambang
Surakarta yang selama ini telah membimbing
dan mengajar dengan baik.
commit to user
6
perpustakaan.uns.ac.id
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KATA PENGANTAR
Puji syukur kehadirat Tuhan Yang Maha Esa, karena berkat rahmat dan
hidayah-Nya penulis dapat menyelesaikan skripsi penelitian yang berjudul
“Analisis SWOT Dalam Usaha Untuk Meningkatkan Jasa dan Layanan di Taman
Balekambang “. Ini dapat diselesaikan.
Tugas Akhir ini disusun dalam rangka memperoleh gelar Diploma III
Fakultas Ekonomi pada Program Studi Manajemen Pemasaran Universitas
Sebelas Maret Surakarta.
Melalui kesempatan ini penyusun mengucapkan terima kasih kepada
semua pihak yang telah membantu penyelesaian Tugas Akhir ini.
Surakarta, …………………..2013
Penulis
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DAFTAR ISI
Judul ...................................................................................................................................
i
Persetujuan .........................................................................................................................
ii
Pengesahan .........................................................................................................................
iii
Peryataan Keaslian Penelitian ...........................................................................................
iv
Motto ..................................................................................................................................
v
Persembahan ......................................................................................................................
vi
Kata Pengantar ...................................................................................................................
vii
Daftar Isi .............................................................................................................................
viii
Daftar Gambar ...................................................................................................................
xi
Daftar Tabel .......................................................................................................................
xii
BAB I PENDAHULUAN .................................................................................................
1
A. ........................................................................................................... Latar
Belakang Masalah ...........................................................................................
1
B. ........................................................................................................... Perumus
an Masalah ......................................................................................................
3
C. ........................................................................................................... Tujuan
Penelitian .........................................................................................................
4
D. ........................................................................................................... Manfaat
Penelitian .........................................................................................................
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8
4
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digilib.uns.ac.id
E. ........................................................................................................... Metode
Penelitian .........................................................................................................
5
F............................................................................................................. Tekhnik
Pengumpulan Data .........................................................................................
5
1. ...................................................................................................... Jenis
penelitian ...................................................................................................
5
2. ...................................................................................................... Desain
penelitian ....................................................................................................
6
G. ........................................................................................................... Metode
Analisis Data ...................................................................................................
8
1. ...................................................................................................... Profil
Responden .................................................................................................
8
2. ...................................................................................................... Perilaku
Pengunjung ...............................................................................................
8
3. ...................................................................................................... Kompon
en Layanan dan Jasa Pariwisata Taman Balekambang ..........................
8
4. ...................................................................................................... Opini
dan Pengalaman Responden ....................................................................
BAB II TINJAUAN PUSTAKA ......................................................................................
9
12
A. ........................................................................................................... Pengerti
an Pariwisata ...................................................................................................
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9
12
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1. ...................................................................................................... Sifat
dan Ciri Jasa Pariwisata ...........................................................................
13
2. ...................................................................................................... Permint
aan Pariwisata ...........................................................................................
16
3. ...................................................................................................... Penawar
an Pariwisata .............................................................................................
16
4. ...................................................................................................... Produk
dan objek wisata .......................................................................................
17
5. ...................................................................................................... Atraksi
Wisata ........................................................................................................
18
6. ...................................................................................................... Pengem
bangan Pariwisata .....................................................................................
19
7. ...................................................................................................... Dampak
Pengembangan Pariwisata ........................................................................
21
B. ........................................................................................................... Perenca
naan Strategis ..................................................................................................
24
1........................................................................................................ Definisi
Perencanaan Strategis ...............................................................................
24
2........................................................................................................ Tahap tahap Manajemen Strategis ......................................................................
25
3........................................................................................................ Kekuata
n dan Kelemahan Internal ........................................................................
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10
27
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4........................................................................................................ Peluang
dan Ancaman Eksternal ............................................................................
27
C. ........................................................................................................... Kualitas
Pelayanan ........................................................................................................
28
D. ........................................................................................................... Pemasar
an Jasa ..............................................................................................................
30
1........................................................................................................ Pengerti
an jasa ........................................................................................................
30
2........................................................................................................ Karakter
istik Industri Jasa ......................................................................................
32
E. ........................................................................................................... Analisis
SWOT ..............................................................................................................
33
1........................................................................................................ Pengerti
an dan Tujuan Analisa SWOT .................................................................
33
2........................................................................................................ Indikato
r SWOT .....................................................................................................
34
3........................................................................................................ Analisis
SWOT dan Penyusunan Formula Strategi ..............................................
39
F............................................................................................................. Kerangk
a Pemikiran ....................................................................................................
42
BAB III ANALISIS DATA DAN PEMBAHASAN ......................................................
43
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11
perpustakaan.uns.ac.id
digilib.uns.ac.id
A. ........................................................................................................... Deskrip
si Lokasi Daerah Penelitian ............................................................................
43
B. ........................................................................................................... Struktur
Organisasi ........................................................................................................
44
C. ........................................................................................................... Sejarah
Taman Balekambang ......................................................................................
50
D. ........................................................................................................... Kompon
en Pelayanan dan Jasa Pariwisata ..................................................................
54
E. ........................................................................................................... Analisis
Data dan Pembahasan .....................................................................................
60
F............................................................................................................. Analisis
SWOT ..............................................................................................................
72
G. ........................................................................................................... Keterbat
asan Penelitian ................................................................................................
78
BAB IV PENUTUP ...........................................................................................................
81
A. ........................................................................................................... Kesimp
ulan ..................................................................................................................
81
B. ........................................................................................................... Saran
...........................................................................................................................
82
DAFTAR PUSTAKA .......................................................................................................
84
LAMPIRAN
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12
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DAFTAR GAMBAR
Gambar 2.1 Kuadran .........................................................................................................
42
Gambar 2.2 Kerangka Pemikiran .....................................................................................
42
Gambar 3.1 Struktur Organisasi UPTD Kawasan Wisata Taman
Balekambang .....................................................................................................................
45
Gambar 3.2 Umur Responden .........................................................................................
60
Gambar 3.3 Jenis Kelamin Responden ...........................................................................
61
Gambar 3.4 Status Tingkat Pendidikan Responden ........................................................
63
Gambar 3.5 Asal Kota/Daerah Responden ......................................................................
64
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13
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DAFTAR TABEL
Tabel 2.1 matriks SWOT ..................................................................................................
38
Tabel 3.1 Periodisasi Kawasan Wisata Taman Balekambang ........................................
53
Tabel 3.2 Atraksi Wisata yang terdapat di Taman Balekambang ..................................
58
Tabel 3.3 Umur Responden ..............................................................................................
60
Tabel 3.4 Jenis Kelamin Responden ................................................................................
61
Tabel 3.5 Status Tingkat Pendidikan Responden ............................................................
62
Tabel 3.6 Asal Kota/Daerah Responden ..........................................................................
63
Tabel. 3.7 Alternatif Tanggapan Responden ...................................................................
68
Tabel. 3.8 Hasil Tanggapan Responden terhadap Pelayanan Terhadap Wisatawan ....
70
Tabel 3.9 Faktor-faktor Strategik SWOT yang Teridentifikasi ......................................
72
Tabel 3.10 Penentuan Strategi Matriks SWOT ...............................................................
78
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14
digilib.uns.ac.id
ANALISIS SWOT DALAM USAHA UNTUK MENINGKATKAN JASA
DAN LAYANAN DI TAMAN BALEKAMBANG SURAKARTA
Usulan Proposal Penelitian untuk Penyusunan Tugas Akhir Jurusan
Manajemen Pemasaran, Fakultas Ekonomi
Universitas Sebelas Maret Surakarta
Oleh :
ADINDA RIZKY BAHARY
NIM. F3210002
FAKULTAS EKONOMI
UNIVERSITAS SEBELAS MARET SURAKARTA
2013
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HALAMAN PERYATAAN KEASLIAN PENELITIAN
Saya yang bertanda tangan di bawah ini :
Nama
: Adinda Rizky Bahary
NIM
: F3210002
Program Studi
: Manajemen Pemasaran
Judul
: Analisis SWOT Dalam Usaha Untuk Meningkatkan Jasa
dan Layanan di Taman Balekambang
Telah melaksanakan penelitian dan penulisan Laporan Tugas
Judul dan tempat penelitian sebagai berikut :
Judul
: Analisis SWOT Dalam Usaha Untuk Meningkatkan Jasa
dan Layanan di Taman Balekambang
Tempat Penelitian
: Taman Balekambang
Alamat
: belakang stadion Manahan Solo
Telepon
: Telp. 0274 8373005/0274 414233
Sehubungan dengan Tugas Akhir tersebut, dengan ini saya menyatakan
bahwa Tugas Akhir tersebut saya kerjakan dengan hasil karya saya sendiri, Bila
kemudian hari terbukti bukan saya yang mengerjakannya, maka saya bersedia
dikenakan sanksi yang telah ditetapkan Fakultas Ekonomi Universitas Sebelas
Maret Surakarta.
Demikian surat pernyataan yang saya buat dengan sebenar-benarnya.
Surakarta, …………………
Yang menyatakan,
Adinda Rizky Bahary
commit to user
4
perpustakaan.uns.ac.id
digilib.uns.ac.id
MOTTO
1. Teruslah bekerja dan berusaha jika ingin sukses.
2. Orang yang cinta kepada pengetahuan senang mendapat teguran dan orang
yang tidak suka ditegur adalah orang dungu.(PENULIS)
3. Orang yang tidak mau dididik menjadi miskin dan hina, orang yang
mengindahkan nasihat akan dihormati.
4. Bangsa akan hancur jika tidak ada kepemimpinan tapi dengan penasihat
yang baik akan nada keselamatan.
5. Roda memang berputar, kadang dibawah dan kadang diatas, dan itu sesuai
dengan penggeraknya yaitu kita sendiri.(PENULIS)
6. Orang ingin sukses itu butuh proses dan proses yang dijalani itu tidaklah
mudah. (PENULIS)
commit to user
5
perpustakaan.uns.ac.id
digilib.uns.ac.id
PERSEMBAHAN
Laporan ini kupesembahkan kepada :
1. Ayah dan Ibuku yang selalu mendukungku
dengan sepenuh hati.
2. Sahabat-sahabatku
yang selalu
memotivasi
untuk maju dan terus belajar.
3. Staf
dan
karyawan
Taman
Balekambang
Surakarta yang selama ini telah membimbing
dan mengajar dengan baik.
commit to user
6
perpustakaan.uns.ac.id
digilib.uns.ac.id
KATA PENGANTAR
Puji syukur kehadirat Tuhan Yang Maha Esa, karena berkat rahmat dan
hidayah-Nya penulis dapat menyelesaikan skripsi penelitian yang berjudul
“Analisis SWOT Dalam Usaha Untuk Meningkatkan Jasa dan Layanan di Taman
Balekambang “. Ini dapat diselesaikan.
Tugas Akhir ini disusun dalam rangka memperoleh gelar Diploma III
Fakultas Ekonomi pada Program Studi Manajemen Pemasaran Universitas
Sebelas Maret Surakarta.
Melalui kesempatan ini penyusun mengucapkan terima kasih kepada
semua pihak yang telah membantu penyelesaian Tugas Akhir ini.
Surakarta, …………………..2013
Penulis
commit to user
7
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR ISI
Judul ...................................................................................................................................
i
Persetujuan .........................................................................................................................
ii
Pengesahan .........................................................................................................................
iii
Peryataan Keaslian Penelitian ...........................................................................................
iv
Motto ..................................................................................................................................
v
Persembahan ......................................................................................................................
vi
Kata Pengantar ...................................................................................................................
vii
Daftar Isi .............................................................................................................................
viii
Daftar Gambar ...................................................................................................................
xi
Daftar Tabel .......................................................................................................................
xii
BAB I PENDAHULUAN .................................................................................................
1
A. ........................................................................................................... Latar
Belakang Masalah ...........................................................................................
1
B. ........................................................................................................... Perumus
an Masalah ......................................................................................................
3
C. ........................................................................................................... Tujuan
Penelitian .........................................................................................................
4
D. ........................................................................................................... Manfaat
Penelitian .........................................................................................................
commit to user
8
4
perpustakaan.uns.ac.id
digilib.uns.ac.id
E. ........................................................................................................... Metode
Penelitian .........................................................................................................
5
F............................................................................................................. Tekhnik
Pengumpulan Data .........................................................................................
5
1. ...................................................................................................... Jenis
penelitian ...................................................................................................
5
2. ...................................................................................................... Desain
penelitian ....................................................................................................
6
G. ........................................................................................................... Metode
Analisis Data ...................................................................................................
8
1. ...................................................................................................... Profil
Responden .................................................................................................
8
2. ...................................................................................................... Perilaku
Pengunjung ...............................................................................................
8
3. ...................................................................................................... Kompon
en Layanan dan Jasa Pariwisata Taman Balekambang ..........................
8
4. ...................................................................................................... Opini
dan Pengalaman Responden ....................................................................
BAB II TINJAUAN PUSTAKA ......................................................................................
9
12
A. ........................................................................................................... Pengerti
an Pariwisata ...................................................................................................
commit to user
9
12
perpustakaan.uns.ac.id
digilib.uns.ac.id
1. ...................................................................................................... Sifat
dan Ciri Jasa Pariwisata ...........................................................................
13
2. ...................................................................................................... Permint
aan Pariwisata ...........................................................................................
16
3. ...................................................................................................... Penawar
an Pariwisata .............................................................................................
16
4. ...................................................................................................... Produk
dan objek wisata .......................................................................................
17
5. ...................................................................................................... Atraksi
Wisata ........................................................................................................
18
6. ...................................................................................................... Pengem
bangan Pariwisata .....................................................................................
19
7. ...................................................................................................... Dampak
Pengembangan Pariwisata ........................................................................
21
B. ........................................................................................................... Perenca
naan Strategis ..................................................................................................
24
1........................................................................................................ Definisi
Perencanaan Strategis ...............................................................................
24
2........................................................................................................ Tahap tahap Manajemen Strategis ......................................................................
25
3........................................................................................................ Kekuata
n dan Kelemahan Internal ........................................................................
commit to user
10
27
perpustakaan.uns.ac.id
digilib.uns.ac.id
4........................................................................................................ Peluang
dan Ancaman Eksternal ............................................................................
27
C. ........................................................................................................... Kualitas
Pelayanan ........................................................................................................
28
D. ........................................................................................................... Pemasar
an Jasa ..............................................................................................................
30
1........................................................................................................ Pengerti
an jasa ........................................................................................................
30
2........................................................................................................ Karakter
istik Industri Jasa ......................................................................................
32
E. ........................................................................................................... Analisis
SWOT ..............................................................................................................
33
1........................................................................................................ Pengerti
an dan Tujuan Analisa SWOT .................................................................
33
2........................................................................................................ Indikato
r SWOT .....................................................................................................
34
3........................................................................................................ Analisis
SWOT dan Penyusunan Formula Strategi ..............................................
39
F............................................................................................................. Kerangk
a Pemikiran ....................................................................................................
42
BAB III ANALISIS DATA DAN PEMBAHASAN ......................................................
43
commit to user
11
perpustakaan.uns.ac.id
digilib.uns.ac.id
A. ........................................................................................................... Deskrip
si Lokasi Daerah Penelitian ............................................................................
43
B. ........................................................................................................... Struktur
Organisasi ........................................................................................................
44
C. ........................................................................................................... Sejarah
Taman Balekambang ......................................................................................
50
D. ........................................................................................................... Kompon
en Pelayanan dan Jasa Pariwisata ..................................................................
54
E. ........................................................................................................... Analisis
Data dan Pembahasan .....................................................................................
60
F............................................................................................................. Analisis
SWOT ..............................................................................................................
72
G. ........................................................................................................... Keterbat
asan Penelitian ................................................................................................
78
BAB IV PENUTUP ...........................................................................................................
81
A. ........................................................................................................... Kesimp
ulan ..................................................................................................................
81
B. ........................................................................................................... Saran
...........................................................................................................................
82
DAFTAR PUSTAKA .......................................................................................................
84
LAMPIRAN
commit to user
12
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR GAMBAR
Gambar 2.1 Kuadran .........................................................................................................
42
Gambar 2.2 Kerangka Pemikiran .....................................................................................
42
Gambar 3.1 Struktur Organisasi UPTD Kawasan Wisata Taman
Balekambang .....................................................................................................................
45
Gambar 3.2 Umur Responden .........................................................................................
60
Gambar 3.3 Jenis Kelamin Responden ...........................................................................
61
Gambar 3.4 Status Tingkat Pendidikan Responden ........................................................
63
Gambar 3.5 Asal Kota/Daerah Responden ......................................................................
64
commit to user
13
perpustakaan.uns.ac.id
digilib.uns.ac.id
DAFTAR TABEL
Tabel 2.1 matriks SWOT ..................................................................................................
38
Tabel 3.1 Periodisasi Kawasan Wisata Taman Balekambang ........................................
53
Tabel 3.2 Atraksi Wisata yang terdapat di Taman Balekambang ..................................
58
Tabel 3.3 Umur Responden ..............................................................................................
60
Tabel 3.4 Jenis Kelamin Responden ................................................................................
61
Tabel 3.5 Status Tingkat Pendidikan Responden ............................................................
62
Tabel 3.6 Asal Kota/Daerah Responden ..........................................................................
63
Tabel. 3.7 Alternatif Tanggapan Responden ...................................................................
68
Tabel. 3.8 Hasil Tanggapan Responden terhadap Pelayanan Terhadap Wisatawan ....
70
Tabel 3.9 Faktor-faktor Strategik SWOT yang Teridentifikasi ......................................
72
Tabel 3.10 Penentuan Strategi Matriks SWOT ...............................................................
78
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14