Strategi Pengembangan Bisnis CUTE Butik di Pasar Petisah Medan
STRATEGI PENGEMBANGAN BISNIS CUTE BUTIK
DI PASAR PETISAH MEDAN
SKRIPSI
Diajukan Sebagai Salah Satu Syarat
Untuk Menyelesaikan Program Sarjana (S1)
Pada Program Sarjana Fakultas Ilmu Sosial Dan Ilmu Politik
Disusun oleh :
Ade Soraya Lubis
110907122
PROGRAM STUDI ILMU ADMINISTRASI NIAGA/BISNIS
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS SUMATERA UTARA
MEDAN
2015
Universitas Sumatera Utara
UNIVERSITAS SUMATERA UTARA
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
PROGRAM STUDI ILMU ADMINISTRASI NIAGA/BISNIS
HALAMAN PERSETUJUAN
Hasil skripsi ini telah disetujui untuk dipertahankan dan diperbanyak oleh :
Nama
NIM
Program Studi
Judul
: Ade Soraya Lubis
: 110907122
: Ilmu AdministrasiNiaga/Bisnis
: Strategi Pengembangan Bisnis CUTE
Butik di Pasar Petisah Medan
Medan, Agustus 2015
Ketua Program Studi
Dosen Pembimbing
Onan M. Siregar, S.Sos, M.Si
NIP : 197401162014041001
Prof. Dr. Marlon Sihombing, M.A.
NIP : 195908161986011001
Dekan FISIP USU
Prof. Dr. Badaruddin, M.Si
NIP : 196805251992031002
Universitas Sumatera Utara
UNIVERSITAS SUMATERA UTARA
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
PROGRAM STUDI ILMU ADMINISTRASI NIAGA/BISNIS
HALAMAN PENGESAHAN
Skripsi ini telah dipertahankan di depan Panitia Penguji Skripsi Program Studi
Ilmu Administrasi Niaga/Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas
Sumatera Utara, disetujui untuk dipertahankan dan diperbanyak oleh :
Nama
: Ade Soraya Lubis
NIM
: 110907122
Program Studi
: Ilmu AdministrasiNiaga/Bisnis
Judul
: Startegi Pengembangan Bisnis CUTE Butik
di Pasar Petisah Medan
Yang dilaksanakan pada :
Hari
:
Tanggal
:
Waktu
:
Panitia Penguji:
Ketua
: Prof. Dr. Marlon Sihombing, M.A.
(...........................)
NIP
: 195908161986111001
Penguji I
: Muhammad ArifinNasution, S.Sos, M.SP (...........................)
NIP
: 197910052005011002
Penguji II
: Onan M. Siregar, S.Sos, M.Si
NIP
: 197401162014041001
(...........................)
Universitas Sumatera Utara
ABSTRACT
BOUTIQUE CUTE BUSINESS DEVELOPMENT STRATEGY
PETISAH MARKET IN MEDAN
(Study On The Market Boutique CUTE Petisah Phase II, 1st Floor
Block C Terrain No106)
Name
NIM
Department
Faculty
Supervisor
: Ade Soraya Lubis
: 110907122
: AdministrasiNiaga / Business
: Social Science and Political Science
: Onan M. Siregar, S. Sos, M.Si
This study was motivated by the development of a rapidly growing
business that creates competition is also getting tougher as happened in Petisah
Medan Pasar. This is an issue faced by businesses in markets including CUTE
Petisah Boutique located in Phase II Petisah Market No. 106, 1st Floor Block C
Terrain founded by Mr. Zulkifli, so CUTE Boutique should be able to create a
strategy in developing its business to survive in the middle being surrounded high
level of competition.
The research goal is to determine the husband development business
development strategy right for CUTE boutique through SWOT analysis.
Through SWOT analysis will then alternate tin development business
development strategies are applied funny for boutique hearts run their business, so
Boutique Can Increasingly Evolving And Able face of competition, especially
competition in the market boutique business Petisah.
Forms of research used in this research is descriptive qualitative approach.
Informants involved in this study consisted of key informants (owner of Boutique
CUTE), Key Informant (Consumer Boutique CUTE ) and an additional informant
(Employees CUTE Boutique).
The results showed that a combination of strategies based on the analysis
of external environmental factors and internal environment then maped the
SWOT diagram Boutique CUTE, CUTE Butik then obtained that is in quadrant I,
which supports the strategy for the first quadrant is an aggressive strategy. Based
on the SWOT matrix, Then we obtain the recommended strategies to be applied
CUTE Boutique namely : Improving Services maintain price imported products
cheaper, more vigorous promotion again by using utilizing social media , Hiring
employees who are able to provide good service to customers, Maintaining the
advantages of designed the store to look attractive, making bookkeeping
professionals, as well as provide a special price to the consumer at the time of the
level of demand decreases.
Keywords : Business Development Strategy
i
Universitas Sumatera Utara
ABSTRACT
BOUTIQUE CUTE BUSINESS DEVELOPMENT STRATEGY
PETISAH MARKET IN MEDAN
(Study On The Market Boutique CUTE Petisah Phase II, 1st Floor
Block C Terrain No106)
Name
NIM
Department
Faculty
Supervisor
: Ade Soraya Lubis
: 110907122
: Administrasi Niaga / Business
: Social Science and Political Science
: Onan M. Siregar, S. Sos, M.Si
This study was motivated by the development of a rapidly growing
business that creates competition is also getting tougher as happened in Petisah
Medan Pasar. This is an issue faced by businesses in markets including CUTE
Petisah Boutique located in Phase II Petisah Market No. 106, 1st Floor Block C
Terrain founded by Mr. Zulkifli, so CUTE Boutique should be able to create a
strategy in developing its business to survive in the middle being surrounded high
level of competition.
The research goal is to determine the husband development business
development strategy right for CUTE boutique through SWOT analysis.
Through SWOT analysis will then alternate tin development business
development strategies are applied funny for boutique hearts run their business, so
Boutique Can Increasingly Evolving And Able face of competition, especially
competition in the market boutique business Petisah.
Forms of research used in this research is descriptive qualitative approach.
Informants involved in this study consisted of key informants (owner of Boutique
CUTE), Key Informant (Consumer Boutique CUTE ) and an additional informant
(Employees CUTE Boutique).
The results showed that a combination of strategies based on the analysis
of external environmental factors and internal environment then maped the
SWOT diagram Boutique CUTE, CUTE Butik then obtained that is in quadrant I,
which supports the strategy for the first quadrant is an aggressive strategy. Based
on the SWOT matrix, Then we obtain the recommended strategies to be applied
CUTE Boutique namely : Improving Services maintain price imported products
cheaper, more vigorous promotion again by using utilizing social media , Hiring
employees who are able to provide good service to customers, Maintaining the
advantages of designed the store to look attractive, making bookkeeping
professionals, as well as provide a special price to the consumer at the time of the
level of demand decreases.
Keywords : Business Development Strategy
ii
Universitas Sumatera Utara
KATA PENGANTAR
Alhamdulillahi robbil „ alamin, Puji syukur penulis ucapkan kepada Allah
SWT dan Rasulullah SAW karena atas rahmat dan anugerah-Nya penulis dapat
menyeslesaikan penyusunan skripsi ini yang berjudul Strategi Pengembangan
Bisnis CUTE Butik di Pasar Petisah Medan yang disusun sebagai syarat
akademis dalam menyelesaikan studi program Sarjana (S1) Jurusan Ilmu
Administrasi Niaga/Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas
Sumatera Utara.
Teristimewa penulis ingin ucapkan terima kasih yang tak terhingga kepada
ayahanda H. Zulkifli Lubis dan kepada Almarhumah ibunda Hj. Irhamna
Harahap, serta keluarga yang telah memberikan dukungan, nasehat dan dorongan
baik secara moril maupun materi. Pada kesempatan ini penulis juga ingin
mengucapkan banyak terima kasih kepada mereka yang telah memberikan
bantuan dan dukungan selama proses penyusunan skripsi berlangsung. Dengan
segala kerendahan hati saya ingin menyatakan rasa hormat dan terima kasih yang
sebesar-besarnya kepada :
1. Bapak Dr. Badaruddin, M. Si, selaku Dekan Fakultas Ilmu Sosial dan Ilmu
Politik Universitas Sumatera Utara.
2. Bapak Prof. Dr. Marlon Sihombing, MA selaku ketua departemen Ilmu
Administrasi Niaga/Bisnis Universitas Sumatera Utara.
3. Bapak Muhammad Arifin Nasution, S.Sos, MSP selaku Sekretaris
Departemen Ilmu Administrasi Bisnis/ Niaga Fakultas Ilmu Sosial dan Ilmu
Politik.
iii
Universitas Sumatera Utara
4. Bapak Onan M. Siregar, S.Sos, M.Si selaku Dosen Pembimbing yang telah
meluangkan waktu atas segala arahan dan bimbingan sehingga skripsi ini
dapat terselesaikan dengan baik dan lancar.
5. Kak Siswati Saragih, S.Sos, MSP dan Bang Farid yang telah banyak
membantu dalam urusan administrasi serta seluruh dosen-dosen Ilmu
Administrasi Niaga/Bisnis yang telah memberikan ilmunya kepada penulis.
6. Bapak Zulkifli selaku pemilik CUTE Butik beserta karyawannya.
7. Kepada teman-teman seperjuangan kuliah dari semester awal, seperjuangan
pada praktek kerja lapangan “DAYANG-DAYANG dan CREW” yaitu
Nadhia Adriany, Risa Mutiara, Suci Annisa, Nindi Anggraini, Marta Lestari,
Faisal Afif, Kevin, Hafis dan semua kelas B stambuk 2011 kalian luar biasa.
Teman-teman diluar perkuliahan yang turut membantu dan memberikan
motivasi kepada penulis Muhammad Qaedimas Akbar. Dan teman-teman
yang lain nya yang tidak penulis sebutkan satu persatu. Terima kasih atas
semuanya semoga kita semua sukses dimasa yang akan datang.
8. Kepada semua mahasiswa/mahasiswi Ilmu Administrasi Niaga/Bisnis yang
telah membantu penulis dalam menyelesaikan skripsi ini.
9. Dan seluruh pihak yang tidak dapat disebutkan satu-persatu yang sudah
banyak membantu penulis selama proses penyusunan skripsi ini dari awal
hingga akhir.
iv
Universitas Sumatera Utara
Peneliti menyadari bahwa skripsi ini masih jauh dari kesempurnaan dan
masih banyak kekurangan dalam penyajiannya karena kemampuan yang masih
terbatas. Untuk itu dengan segala kerendahan hati peneliti menerima kritik dan
saran yang membangun untuk lebih menyempurnakan skripsi ini. Semoga karya
ilmiah ini dapat bermanfaat bagi pembacanya.
Medan, Agustus 2015
Ade Soraya Lubis
v
Universitas Sumatera Utara
DAFTAR ISI
ABSTRAK .....................................................................................................
i
KATA PENGANTAR ...................................................................................
iii
DAFTAR ISI ...................................................................................................
vi
DAFTAR TABEL ..........................................................................................
viii
DAFTAR GAMBAR .....................................................................................
ix
BAB I
BAB II
BAB III
PENDAHULUAN
1.1
Latar Belakang .....................................................................
1
1.2
Rumusan Masalah ................................................................
4
1.3
Tujuan Penelitian .................................................................
4
1.4
Manfaat Penelitian ...............................................................
4
KERANGKA TEORI
2.1 Strategi ....................................................................................
6
2.1.1 Pengertian Strategi .........................................................
6
2.1.2 Tahapan Penyusunan Strategi ........................................
6
2.2 PengembanganBisnis ..............................................................
7
2.2.1 Definisi Bisnis ...............................................................
7
2.2.2 Definisi Pengembangan Bisnis ......................................
8
2.2.3 Cara Pengembangan Bisnis ...........................................
10
2.2.4 Tipe Pengembangan Bisnis ...........................................
10
2.3 Analisis SWOT .......................................................................
11
2.3.1 Matriks SWOT ..............................................................
12
2.3.2 Matriks EFAS ...............................................................
14
2.3.3 Matriks IFAS ................................................................
16
2.4 Penelitian Terdahulu ...............................................................
17
METODE PENELITIAN
3.1
Bentuk Penelitian .................................................................
22
3.2
Lokasi Penelitiandan Waktu Penelitian ...............................
22
3.3
Informan Penelitian .............................................................
22
3.4
Definisi Konsep ...................................................................
23
3.5
Definisi Operasional ............................................................
23
3.6
Teknik Pengumpulan Data ..................................................
24
vi
Universitas Sumatera Utara
3.7
BAB IV
Teknik Analisis Data ...........................................................
24
HASIL PENELITIAN
4.1
Deskripsi Lokasi Penelitian .................................................
26
4.1.1 Sejarah Singkat CUTE Butik ......................................
26
4.1.2 Visi dan Misi CUTE Butik .............................................. 29
4.1.3 Struktur Organisasi CUTE Butik ..................................... 29
4.1.4 Deskripsi Tugas ............................................................... 30
4.2
Penyajian Data .......................................................................... 31
4.2.1 Hasil Wawancara ............................................................. 31
4.2.2 Analisis Data .................................................................... 34
4.2.2.1 Analisis SWOT ................................................... 35
4.2.2.1.1 Matriks EFAS ................................................... 36
4.2.2.1.2 Matriks IFAS .................................................... 39
4.2.2.1.3 Matriks Posisi Usaha dan Pilihan Strategi
Umum .............................................................................. 40
4.2.2.1.4 Matriks SWOT ................................................. 42
4.3
BAB V
Pembahasan .............................................................................. 48
PENUTUP
5.1
Kesimpulan ............................................................................... 50
5.2
Saran ......................................................................................... 51
DAFTAR PUSTAKA
LAMPIRAN
vii
Universitas Sumatera Utara
DAFTAR TABEL
Tabel 1.1 Data Penjualan CUTE Butik .........................................................
3
Tabel 2.1 Matriks SWOT ..............................................................................
14
Tabel 2.2 Tabel EFAS ...................................................................................
16
Tabel 2.3 Tabel IFAS ....................................................................................
17
Tabel 4.1 Jenis-JenisProduk ............................................................................... 28
Tabel 4.2 IdentitasResponden ............................................................................ 31
Tabel 4.3 Matriks EFAS CUTE Butik ............................................................... 38
Tabel 4.4 Matriks IFAS CUTE Butik ................................................................ 39
Tabel 4.5 Matriks SWOT CUTE Butik .............................................................. 43
viii
Universitas Sumatera Utara
DAFTAR GAMBAR
Gambar 4.1
Logo CUTE Butik ......................................................................... 27
Gambar 4.2
Struktur Organisasi CUTE Butik................................................... 30
Gambar 4.3
Diagram Analisis SWOT CUTE Butik ......................................... 41
ix
Universitas Sumatera Utara
DAFTAR LAMPIRAN
L-1
Tabel Jawaban Pemilik CUTE Butik ....................................................... 55
L-2
Tabel Jawaban Karyawan CUTE Butik ................................................... 57
L-3
Tabel Jawaban Konsumen CUTE Butik .................................................. 58
L-4
Tabel Lembar Kerja EFAS ....................................................................... 62
L-5
Tabel Lembar Kerja IFAS ........................................................................ 64
x
Universitas Sumatera Utara
LAMPIRAN GAMBAR
Daftar Lampiran Gambar ..................................................................................... 61
xi
Universitas Sumatera Utara
DI PASAR PETISAH MEDAN
SKRIPSI
Diajukan Sebagai Salah Satu Syarat
Untuk Menyelesaikan Program Sarjana (S1)
Pada Program Sarjana Fakultas Ilmu Sosial Dan Ilmu Politik
Disusun oleh :
Ade Soraya Lubis
110907122
PROGRAM STUDI ILMU ADMINISTRASI NIAGA/BISNIS
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
UNIVERSITAS SUMATERA UTARA
MEDAN
2015
Universitas Sumatera Utara
UNIVERSITAS SUMATERA UTARA
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
PROGRAM STUDI ILMU ADMINISTRASI NIAGA/BISNIS
HALAMAN PERSETUJUAN
Hasil skripsi ini telah disetujui untuk dipertahankan dan diperbanyak oleh :
Nama
NIM
Program Studi
Judul
: Ade Soraya Lubis
: 110907122
: Ilmu AdministrasiNiaga/Bisnis
: Strategi Pengembangan Bisnis CUTE
Butik di Pasar Petisah Medan
Medan, Agustus 2015
Ketua Program Studi
Dosen Pembimbing
Onan M. Siregar, S.Sos, M.Si
NIP : 197401162014041001
Prof. Dr. Marlon Sihombing, M.A.
NIP : 195908161986011001
Dekan FISIP USU
Prof. Dr. Badaruddin, M.Si
NIP : 196805251992031002
Universitas Sumatera Utara
UNIVERSITAS SUMATERA UTARA
FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
PROGRAM STUDI ILMU ADMINISTRASI NIAGA/BISNIS
HALAMAN PENGESAHAN
Skripsi ini telah dipertahankan di depan Panitia Penguji Skripsi Program Studi
Ilmu Administrasi Niaga/Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas
Sumatera Utara, disetujui untuk dipertahankan dan diperbanyak oleh :
Nama
: Ade Soraya Lubis
NIM
: 110907122
Program Studi
: Ilmu AdministrasiNiaga/Bisnis
Judul
: Startegi Pengembangan Bisnis CUTE Butik
di Pasar Petisah Medan
Yang dilaksanakan pada :
Hari
:
Tanggal
:
Waktu
:
Panitia Penguji:
Ketua
: Prof. Dr. Marlon Sihombing, M.A.
(...........................)
NIP
: 195908161986111001
Penguji I
: Muhammad ArifinNasution, S.Sos, M.SP (...........................)
NIP
: 197910052005011002
Penguji II
: Onan M. Siregar, S.Sos, M.Si
NIP
: 197401162014041001
(...........................)
Universitas Sumatera Utara
ABSTRACT
BOUTIQUE CUTE BUSINESS DEVELOPMENT STRATEGY
PETISAH MARKET IN MEDAN
(Study On The Market Boutique CUTE Petisah Phase II, 1st Floor
Block C Terrain No106)
Name
NIM
Department
Faculty
Supervisor
: Ade Soraya Lubis
: 110907122
: AdministrasiNiaga / Business
: Social Science and Political Science
: Onan M. Siregar, S. Sos, M.Si
This study was motivated by the development of a rapidly growing
business that creates competition is also getting tougher as happened in Petisah
Medan Pasar. This is an issue faced by businesses in markets including CUTE
Petisah Boutique located in Phase II Petisah Market No. 106, 1st Floor Block C
Terrain founded by Mr. Zulkifli, so CUTE Boutique should be able to create a
strategy in developing its business to survive in the middle being surrounded high
level of competition.
The research goal is to determine the husband development business
development strategy right for CUTE boutique through SWOT analysis.
Through SWOT analysis will then alternate tin development business
development strategies are applied funny for boutique hearts run their business, so
Boutique Can Increasingly Evolving And Able face of competition, especially
competition in the market boutique business Petisah.
Forms of research used in this research is descriptive qualitative approach.
Informants involved in this study consisted of key informants (owner of Boutique
CUTE), Key Informant (Consumer Boutique CUTE ) and an additional informant
(Employees CUTE Boutique).
The results showed that a combination of strategies based on the analysis
of external environmental factors and internal environment then maped the
SWOT diagram Boutique CUTE, CUTE Butik then obtained that is in quadrant I,
which supports the strategy for the first quadrant is an aggressive strategy. Based
on the SWOT matrix, Then we obtain the recommended strategies to be applied
CUTE Boutique namely : Improving Services maintain price imported products
cheaper, more vigorous promotion again by using utilizing social media , Hiring
employees who are able to provide good service to customers, Maintaining the
advantages of designed the store to look attractive, making bookkeeping
professionals, as well as provide a special price to the consumer at the time of the
level of demand decreases.
Keywords : Business Development Strategy
i
Universitas Sumatera Utara
ABSTRACT
BOUTIQUE CUTE BUSINESS DEVELOPMENT STRATEGY
PETISAH MARKET IN MEDAN
(Study On The Market Boutique CUTE Petisah Phase II, 1st Floor
Block C Terrain No106)
Name
NIM
Department
Faculty
Supervisor
: Ade Soraya Lubis
: 110907122
: Administrasi Niaga / Business
: Social Science and Political Science
: Onan M. Siregar, S. Sos, M.Si
This study was motivated by the development of a rapidly growing
business that creates competition is also getting tougher as happened in Petisah
Medan Pasar. This is an issue faced by businesses in markets including CUTE
Petisah Boutique located in Phase II Petisah Market No. 106, 1st Floor Block C
Terrain founded by Mr. Zulkifli, so CUTE Boutique should be able to create a
strategy in developing its business to survive in the middle being surrounded high
level of competition.
The research goal is to determine the husband development business
development strategy right for CUTE boutique through SWOT analysis.
Through SWOT analysis will then alternate tin development business
development strategies are applied funny for boutique hearts run their business, so
Boutique Can Increasingly Evolving And Able face of competition, especially
competition in the market boutique business Petisah.
Forms of research used in this research is descriptive qualitative approach.
Informants involved in this study consisted of key informants (owner of Boutique
CUTE), Key Informant (Consumer Boutique CUTE ) and an additional informant
(Employees CUTE Boutique).
The results showed that a combination of strategies based on the analysis
of external environmental factors and internal environment then maped the
SWOT diagram Boutique CUTE, CUTE Butik then obtained that is in quadrant I,
which supports the strategy for the first quadrant is an aggressive strategy. Based
on the SWOT matrix, Then we obtain the recommended strategies to be applied
CUTE Boutique namely : Improving Services maintain price imported products
cheaper, more vigorous promotion again by using utilizing social media , Hiring
employees who are able to provide good service to customers, Maintaining the
advantages of designed the store to look attractive, making bookkeeping
professionals, as well as provide a special price to the consumer at the time of the
level of demand decreases.
Keywords : Business Development Strategy
ii
Universitas Sumatera Utara
KATA PENGANTAR
Alhamdulillahi robbil „ alamin, Puji syukur penulis ucapkan kepada Allah
SWT dan Rasulullah SAW karena atas rahmat dan anugerah-Nya penulis dapat
menyeslesaikan penyusunan skripsi ini yang berjudul Strategi Pengembangan
Bisnis CUTE Butik di Pasar Petisah Medan yang disusun sebagai syarat
akademis dalam menyelesaikan studi program Sarjana (S1) Jurusan Ilmu
Administrasi Niaga/Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas
Sumatera Utara.
Teristimewa penulis ingin ucapkan terima kasih yang tak terhingga kepada
ayahanda H. Zulkifli Lubis dan kepada Almarhumah ibunda Hj. Irhamna
Harahap, serta keluarga yang telah memberikan dukungan, nasehat dan dorongan
baik secara moril maupun materi. Pada kesempatan ini penulis juga ingin
mengucapkan banyak terima kasih kepada mereka yang telah memberikan
bantuan dan dukungan selama proses penyusunan skripsi berlangsung. Dengan
segala kerendahan hati saya ingin menyatakan rasa hormat dan terima kasih yang
sebesar-besarnya kepada :
1. Bapak Dr. Badaruddin, M. Si, selaku Dekan Fakultas Ilmu Sosial dan Ilmu
Politik Universitas Sumatera Utara.
2. Bapak Prof. Dr. Marlon Sihombing, MA selaku ketua departemen Ilmu
Administrasi Niaga/Bisnis Universitas Sumatera Utara.
3. Bapak Muhammad Arifin Nasution, S.Sos, MSP selaku Sekretaris
Departemen Ilmu Administrasi Bisnis/ Niaga Fakultas Ilmu Sosial dan Ilmu
Politik.
iii
Universitas Sumatera Utara
4. Bapak Onan M. Siregar, S.Sos, M.Si selaku Dosen Pembimbing yang telah
meluangkan waktu atas segala arahan dan bimbingan sehingga skripsi ini
dapat terselesaikan dengan baik dan lancar.
5. Kak Siswati Saragih, S.Sos, MSP dan Bang Farid yang telah banyak
membantu dalam urusan administrasi serta seluruh dosen-dosen Ilmu
Administrasi Niaga/Bisnis yang telah memberikan ilmunya kepada penulis.
6. Bapak Zulkifli selaku pemilik CUTE Butik beserta karyawannya.
7. Kepada teman-teman seperjuangan kuliah dari semester awal, seperjuangan
pada praktek kerja lapangan “DAYANG-DAYANG dan CREW” yaitu
Nadhia Adriany, Risa Mutiara, Suci Annisa, Nindi Anggraini, Marta Lestari,
Faisal Afif, Kevin, Hafis dan semua kelas B stambuk 2011 kalian luar biasa.
Teman-teman diluar perkuliahan yang turut membantu dan memberikan
motivasi kepada penulis Muhammad Qaedimas Akbar. Dan teman-teman
yang lain nya yang tidak penulis sebutkan satu persatu. Terima kasih atas
semuanya semoga kita semua sukses dimasa yang akan datang.
8. Kepada semua mahasiswa/mahasiswi Ilmu Administrasi Niaga/Bisnis yang
telah membantu penulis dalam menyelesaikan skripsi ini.
9. Dan seluruh pihak yang tidak dapat disebutkan satu-persatu yang sudah
banyak membantu penulis selama proses penyusunan skripsi ini dari awal
hingga akhir.
iv
Universitas Sumatera Utara
Peneliti menyadari bahwa skripsi ini masih jauh dari kesempurnaan dan
masih banyak kekurangan dalam penyajiannya karena kemampuan yang masih
terbatas. Untuk itu dengan segala kerendahan hati peneliti menerima kritik dan
saran yang membangun untuk lebih menyempurnakan skripsi ini. Semoga karya
ilmiah ini dapat bermanfaat bagi pembacanya.
Medan, Agustus 2015
Ade Soraya Lubis
v
Universitas Sumatera Utara
DAFTAR ISI
ABSTRAK .....................................................................................................
i
KATA PENGANTAR ...................................................................................
iii
DAFTAR ISI ...................................................................................................
vi
DAFTAR TABEL ..........................................................................................
viii
DAFTAR GAMBAR .....................................................................................
ix
BAB I
BAB II
BAB III
PENDAHULUAN
1.1
Latar Belakang .....................................................................
1
1.2
Rumusan Masalah ................................................................
4
1.3
Tujuan Penelitian .................................................................
4
1.4
Manfaat Penelitian ...............................................................
4
KERANGKA TEORI
2.1 Strategi ....................................................................................
6
2.1.1 Pengertian Strategi .........................................................
6
2.1.2 Tahapan Penyusunan Strategi ........................................
6
2.2 PengembanganBisnis ..............................................................
7
2.2.1 Definisi Bisnis ...............................................................
7
2.2.2 Definisi Pengembangan Bisnis ......................................
8
2.2.3 Cara Pengembangan Bisnis ...........................................
10
2.2.4 Tipe Pengembangan Bisnis ...........................................
10
2.3 Analisis SWOT .......................................................................
11
2.3.1 Matriks SWOT ..............................................................
12
2.3.2 Matriks EFAS ...............................................................
14
2.3.3 Matriks IFAS ................................................................
16
2.4 Penelitian Terdahulu ...............................................................
17
METODE PENELITIAN
3.1
Bentuk Penelitian .................................................................
22
3.2
Lokasi Penelitiandan Waktu Penelitian ...............................
22
3.3
Informan Penelitian .............................................................
22
3.4
Definisi Konsep ...................................................................
23
3.5
Definisi Operasional ............................................................
23
3.6
Teknik Pengumpulan Data ..................................................
24
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Universitas Sumatera Utara
3.7
BAB IV
Teknik Analisis Data ...........................................................
24
HASIL PENELITIAN
4.1
Deskripsi Lokasi Penelitian .................................................
26
4.1.1 Sejarah Singkat CUTE Butik ......................................
26
4.1.2 Visi dan Misi CUTE Butik .............................................. 29
4.1.3 Struktur Organisasi CUTE Butik ..................................... 29
4.1.4 Deskripsi Tugas ............................................................... 30
4.2
Penyajian Data .......................................................................... 31
4.2.1 Hasil Wawancara ............................................................. 31
4.2.2 Analisis Data .................................................................... 34
4.2.2.1 Analisis SWOT ................................................... 35
4.2.2.1.1 Matriks EFAS ................................................... 36
4.2.2.1.2 Matriks IFAS .................................................... 39
4.2.2.1.3 Matriks Posisi Usaha dan Pilihan Strategi
Umum .............................................................................. 40
4.2.2.1.4 Matriks SWOT ................................................. 42
4.3
BAB V
Pembahasan .............................................................................. 48
PENUTUP
5.1
Kesimpulan ............................................................................... 50
5.2
Saran ......................................................................................... 51
DAFTAR PUSTAKA
LAMPIRAN
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Universitas Sumatera Utara
DAFTAR TABEL
Tabel 1.1 Data Penjualan CUTE Butik .........................................................
3
Tabel 2.1 Matriks SWOT ..............................................................................
14
Tabel 2.2 Tabel EFAS ...................................................................................
16
Tabel 2.3 Tabel IFAS ....................................................................................
17
Tabel 4.1 Jenis-JenisProduk ............................................................................... 28
Tabel 4.2 IdentitasResponden ............................................................................ 31
Tabel 4.3 Matriks EFAS CUTE Butik ............................................................... 38
Tabel 4.4 Matriks IFAS CUTE Butik ................................................................ 39
Tabel 4.5 Matriks SWOT CUTE Butik .............................................................. 43
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Universitas Sumatera Utara
DAFTAR GAMBAR
Gambar 4.1
Logo CUTE Butik ......................................................................... 27
Gambar 4.2
Struktur Organisasi CUTE Butik................................................... 30
Gambar 4.3
Diagram Analisis SWOT CUTE Butik ......................................... 41
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Universitas Sumatera Utara
DAFTAR LAMPIRAN
L-1
Tabel Jawaban Pemilik CUTE Butik ....................................................... 55
L-2
Tabel Jawaban Karyawan CUTE Butik ................................................... 57
L-3
Tabel Jawaban Konsumen CUTE Butik .................................................. 58
L-4
Tabel Lembar Kerja EFAS ....................................................................... 62
L-5
Tabel Lembar Kerja IFAS ........................................................................ 64
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Universitas Sumatera Utara
LAMPIRAN GAMBAR
Daftar Lampiran Gambar ..................................................................................... 61
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