PERANCANGAN ANALISIS KEBIJAKAN PENGEMBANGAN PASAR TRADISIONAL DI KABUPATEN CIREBON TESIS

PERANCANGAN ANALISIS KEBIJAKAN PENGEMBANGAN PASAR TRADISIONAL DI KABUPATEN CIREBON

TESIS Karya tulis sebagai salah satu syarat untuk memperoleh gelar Magister dari Institut Teknologi Bandung

Oleh :

FIRMAN DESA NIM :23407048 Program Magister Teknik Dan Manajemen Industri

FAKULTAS TEKNOLOGI INDUSTRI INSTITUT TEKNOLOGI BANDUNG 2009

ABSTRAK PERANCANGAN ANALISIS KEBIJAKAN PENGEMBANGAN PASAR TRADISIONAL DI KABUPATEN CIREBON Oleh Firman Desa NIM : 23407048 Pasar tradisional di Indonesia merupakan salah satu sektor yang memiliki posisi yang strategis dalam pembangunan perekonomian di Indonesia, dengan potensi penyerapan tenaga sebesar 12,5 juta pedagang yang tersebar di 13 ribu pasar tradisional. Adanya penghapusan bisnis perdagangan eceran skala besar dan perdagangan besar dari negative list bagi penanaman modal asing membuat pertumbuhan pasar modern meningkat pesat dan mulai memberikan dampak negarif pada keberadaan pasar tradisional. Pada sisi lain keberadaan pasar tradisional yang yang terkesan kumuh, dagangan yang kurang higienis, rendahnya kesadaran pedagang untuk mengembangkan usahanya, dan belum optimalnya waktu operasi pasar menjadi salah satu faktor tersisihnya pasar tradisional. Diberlakukannya otonomi daerah membuka peluang bagi daerah untuk mengelola dan mengembangkan pasar tradisional yang tujuannya dapat meningkatkan tingkat kesejahteraan penduduk di Kabupaten Cirebon. Di Kabupaten Cirebon terdapat 8 (delapan) Pasar Pemda dan 22 pasar Desa, yang keseluruhannya menampung sekitar 9228 pedagang. Perancangan kebijakan pengembangan pasar tradisional perlu dilakukan karena hal ini merupakan amanat dari UUD 1945 pasal 33 yang menyebutkan perekonomian nasional berdasarkan demokrasi ekonomi yang berpihak pada rakyat, maka untuk dapat mengelola dan mengembangkan pasar tradisional di Kabupaten Cirebon perlu dirancang strategi-strategi kebijakan yang sesuai dengan memperhatikan faktor internal dan eksternal. Faktor internal terdiri dari internal pasar tradisional dan internal pemerintah. Internal pasar tradisional dianalisa melalui faktor lokasi, pelayanan, merchandising, harga, suasana, karyawan toko, dan metode promosi. Internal pemerintah dianalisa melalui faktor SDM, organisasi, pemasaran, keuangan, dan faktor-faktor teknis. Faktor eksternal terdiri dari lingkungan jauh dan lingkungan industri. Lingkungan jauh dianalisa faktor politik, ekonomi, sosiat, dan teknologi. Faktor lingkungan industri dianalisas melalui model keunggulan bersaing dari Porter dengan satu tambahan faktor, yaitu faktor stake holder lainnya. Kebijakan pengembangan pasar tradisional dirumuskan berdasarkan tahapan formulasi strategi dari David dengan 3 (tiga) analisis, yaitu input stage, matching stage, decision stage. Berdasarkan hasil dari formulasi strategi, maka dihasilkan rumusan strategi : 1) kebijakan peningkatan sarana dan prasarana; 2) proteksi dan regulasi; 3) kerjasama dengan pemerintah pusat, swasta, dan pembeli; 4) promosi dan optimalisasi pasar; 5) peningkatan SDM dan kualitas produk; dan 6) peningkatan dan optimalisasi program yang telah ada. Implikasi strategi kebijakan terhadap lembaga dianalisis dengan menggunakan kerangka kerja 7-S McKinsey, yang terdiri dari strategy, structure, system, style, staff, skill, dan sahred value. Kata Kunci : pasar tradisional, kebijakan, strategi, bauran ritel i

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ABSTRACT DESIGNATION OF TRADITIONAL MARKET DEVELOPMENT POLICY ANALYSIS IN CIREBON REGENCY By Firman Desa NIM: 23407048 In Indonesia, traditional market is one of the sectors that has a strategic position in economic development, with a workforce absorption potential around 12.5 million traders spreading in 13 traditional markets. The removal of large scale retail and wholesale business trades from the negative list of foreign investment causes rapid modern market growth and produces negative impact on the existence of traditional market. On the other side, the existence of traditional market which is dirty, unhygienic merchandises, low awareness of traders for developing their business, and the less optimal operational time of marketplace are some of the factors for the removal of traditional market. The implementation of local autonomy opens opportunities for localities to manage and develop traditional market aimed at promoting community prosperity level in Cirebon Regency. In Cirebon Regency, there are 8 (eight) Pemda Markets and 22 Village Markets, together housing around 9228 traders. The designation of traditional market development policy should be conducted because it is a mandate of the 1945 UUD (Constitution), Article 33, stating that national economy is based on people-oriented economic democracy. Thus, in order to successfully manage and develop traditional market in Cirebon Regency it needs to design suitable policy strategies by taking internal and external factors into account. The traditional market internals are analyzed by location, service, merchandising, prices, atmosphere, store employees, and promotional method factors. The external factors consist of distant sphere and industrial sphere. Analyzed on the distant sphere are politic, economic, social, and technological factors. The industrial sphere factors are analyzed by a competitive advantage model by Porter with one additional factor, that is, other stakeholder factor. The traditional market development policy is formulated based on the strategy formulation stages by David with 3 (three) analyses, namely, input stage, matching stage, decision stage. Based on the results of strategy formulation, the following strategy formulations were obtained: 1) policy of facilities and infrastructures improvement; 2) protection and regulation; 3) cooperation with central government, private, and buyers; 4) market promotion and optimization; 5) HR and product quality improvement; and (6) improvement and optimization of the existing program. The implication of policy strategy on institution was analyzed by using the McKinsey‘s 7-S framework, consisting of strategy, structure, system, style, staff, skill, and shared value. Key words : traditional market, policy, strategy, retail mix. ii

DAFTAR ISI ABSTRAK ................................................................................................................... i ABSTRACT................................................................................................................ ii PEDOMAN PENGGUNAAN TESIS ...................................................................... iii KATA PENGANTAR............................................................................................... iv DAFTAR ISI ............................................................................................................. vi DAFTAR GAMBAR.................................................................................................. x DAFTAR TABEL ..................................................................................................... xi DAFTAR LAMPIRAN ............................................................................................ xii BAB I PENDAHULUAN........................................................................................... 1 1.1 Latar Belakang Masalah .................................................................................. 1 1.2 Perumusan Masalah ......................................................................................... 9 1.3 Tujuan Penelitian ........................................................................................... 11 1.4 Batasan Masalah ............................................................................................ 11 1.5 Sistematika Penulisan .................................................................................... 11 BAB II STUDI LITERATUR ................................................................................. 13 2.1 Analisis Kebijakan ............................................................................................ 13 2.1.1 Elemen-elemen Kunci Dalam Proses Pembuatan Kebijakan .................. 14 2.1.2 Hubungan antara Pembuatan Kebijakan dengan Analisis Kebijakan ...... 15 2.2 Definisi Strategi ................................................................................................ 15 2.2.1 Definisi dan Konsep Manajemen Strategi ............................................... 17 2.2.2 Proses Manajemen Strategi ...................................................................... 17 2.2.3 Klasifikasi Strategi ................................................................................... 21 2.3 Definisi Ritel ..................................................................................................... 26 2.3.1 Klasifikasi Bisnis Ritel ............................................................................ 26 2.3.2 Karakteristik Pedagang Eceran (Ritel) .................................................... 27 2.3.3 Definisi Pasar ........................................................................................... 27 2.3.4 Klasifikasi Pasar ...................................................................................... 28 2.3.5 Karakteristik Pasar ................................................................................... 32 2.3.6 Persaingan Pasar Tradisional dan Pasar Modern ..................................... 33 2.4 Model Analisis Lingkungan.............................................................................. 34 2.4.1 Analisis Lingkungan Eksternal ................................................................ 36 2.4.1.1 Analisis Lingkungan Jauh .................................................................. 36 2.4.1.2 Analisis Lingkungan Industri............................................................. 38 2.4.2 Analisis Lingkungan Internal................................................................... 43 2.4.2.1 Bauran Penjualan Eceran (Retailing Mix) ......................................... 43 2.4.2.2 Internal Pemerintah ............................................................................ 51 2.5 Pemilihan atau Penentuan Alternatif Strategi ................................................... 53 2.5.1 Matriks Internal Factor Evaluation (IFE) ............................................... 54 2.5.2 Matriks External Factor Evaluation (EFE) ............................................. 55 2.5.3 Matriks Strength Weakness Opportunitie Threats (SWOT) .................... 56 2.5.4 Matriks IE (Internal-Eksternal) ................................................................ 59 2.6 Analytical Hierarchy Process (AHP) ............................................................... 60 vi

2.7 Kerangka Kerja 7-S McKinsey ......................................................................... 62 2.8 State of the Art Penelitian ................................................................................. 65 2.8.1 Perancangan Strategi................................................................................ 65 2.8.1.1 Konsep Strategi .................................................................................. 66 2.8.1.2 Manajemen dan Strategi Ritel............................................................ 70 2.8.2 Kebijakan pemerintah .............................................................................. 71 2.8.3 Pasar Tradisional...................................................................................... 73 BAB III METODOLOGI PENELITIAN .............................................................. 76 3.1 Persiapan Penelitian .......................................................................................... 76 3.1.1 Studi Literatur .......................................................................................... 76 3.1.2 State of the Art ......................................................................................... 77 3.1.3 Symptoms dan Fenomena yang terjadi ..................................................... 80 3.1.4 Perumusan Masalah ................................................................................. 80 3.1.5 Tujuan Penelitian ..................................................................................... 81 3.1.6 Batasan Masalah ...................................................................................... 81 3.2 Pengembangan Model Penelitian...................................................................... 81 3.2.1 Pembentukan Kerangka Analisis Kebijakan Berdasarkan Teori ............. 83 3.2.2 Penentuan Model Lingkungan Strategi.................................................... 84 3.2.3 Identifikasi Faktor-faktor Pembentuk Model Lingkungan Strategi ......... 87 3.2.4 Kerangka Formulasi Strategi ................................................................. 100 3.2.4.1 The Input Stage ................................................................................ 100 3.2.4.2 The Matching Stage ......................................................................... 100 3.2.4.3 The Decision Stage .......................................................................... 101 3.2.5 Model Analisis Implikasi Strategi ......................................................... 101 3.3 Pengumpulan dan Pengolahan Data ............................................................... 103 3.3.1 Visi dan Misi.......................................................................................... 103 3.3.2 Penentuan Teknik Pengumpulan Data ................................................... 104 3.3.3 Pengumpulan Data Internal ................................................................... 106 3.3.4 Pengumpulan Data Eksternal ................................................................. 106 3.3.5 Penentuan Sasaran Jangka Panjang ....................................................... 106 3.3.6 Penentuan Kuesioner Tahap I ................................................................ 107 3.3.7 Pengolahan Data .................................................................................... 107 3.3.8 Matriks IFE ............................................................................................ 107 3.3.9 Matriks EFE ........................................................................................... 108 3.3.10 Matriks IE .............................................................................................. 108 3.3.11 Matriks SWOT....................................................................................... 108 3.3.12 Validasi Eksternal .................................................................................. 109 3.3.13 Pengelompokkan Alternatif Strategi Kebijakan .................................... 109 3.3.14 Penyusunan Kuesioner Tahap II ............................................................ 109 3.3.15 Penentuan Prioritas Strategi Kebijakan ................................................. 109 3.4 Analisis dan Pembahasan................................................................................ 110 3.4.1 Adopsi Usulan Strategi Kebijakan ......................................................... 110 3.4.2 Analisis Usulan Strategi Kebijakan ....................................................... 110 3.4.3 Analisis Implikasi terhadap Lembaga.................................................... 111 3.5 Kesimpulan dan Saran .................................................................................... 111 vii

BAB IV PENGUMPULAN DAN PENGOLAHAN DATA .............................. 112 4.1 Pengumpulan Data .......................................................................................... 112 4.1.1 Visi dan Misi Pemerintah Kabupaten Cirebon ...................................... 112 4.1.1.1 Visi ................................................................................................... 112 4.1.1.2 Misi .................................................................................................. 113 4.1.2 Identifikasi Faktor Eksternal dan Internal ............................................. 114 4.1.2.1 Faktor-faktor Eksternal .................................................................... 114 4.1.2.2 Faktor-faktor Internal ....................................................................... 122 4.1.3 Penentuan Sasaran Jangka Panjang ....................................................... 127 4.2 Pengolahan Data ............................................................................................. 128 4.2.1 Penyusunan Strategi Tahap 1 (Input Stage)........................................... 128 4.2.1.1 Perhitungan Bobot dan Rating (Matriks IFE dan EFE) ................... 128 4.2.2 Penyusunan Strategi Tahap II (Matching Stage) ................................... 129 4.2.2.1 Matriks IE (Internal-Eksternal) ........................................................ 129 4.2.2.2 Matriks SWOT (Strenghts-Weaknesses-Opportunities-Threats) .... 130 4.2.3 Penyusunan Strategi Tahap III (Decision Stage) ................................... 133 4.2.3.1 Pengelompokkan Alternatif Strategi ................................................ 133 4.2.3.2 Prioritas Strategi .............................................................................. 134 4.2.3.2.1 Melakukan kerjasama dan menjaga hubungan baik dengan .......... Pihak pemerintah (provinsi dan pusat), Swasta (distributor dan .... Pengelola), dan Pembeli atau Konsumen ................................. 136 4.2.3.2.2 Melakukan kegiatan promosi dan optimalisasi .............................. Potensi pasar tradisional ........................................................... 137 4.2.3.2.3 Peningkatan sarana dan prasarana pasar tradisional ................ 138 4.2.3.2.4 Peningkatan dan optimalisasi program pengembangan pasar ........ Tradisional yang telah ada........................................................ 138 4.2.4.2.5 Peningkatan dan optimalisasi Sumber Daya Manusia dan produk Pasar tradisional ....................................................................... 139 4.2.4.2.6 Melakukan proteksi dan regulasi perlindungan ............................. Pasar Tradisional ...................................................................... 140 BAB V ANALISIS DAN PEMBAHASAN ......................................................... 141 5.1 Analisis Faktor Kunci Internal dan Eksternal ................................................. 141 5.1.1 Analisis Kekuatan-kekuatan Internal ..................................................... 141 5.1.2 Analisis Kelemahan-kelemahan Internal ............................................... 144 5.1.3 Analisis Peluang-peluang Eksternal ...................................................... 148 5.1.4 Analisis Ancaman-ancaman Eksternal .................................................. 152 5.2 Analisis Tahap Penyusunan Strategi............................................................... 156 5.2.1 Analisis Penyusunan Strategi Tahap I (Input Stage) ............................. 156 5.2.1.1 Analisis Matriks IFE ........................................................................ 156 5.2.1.2 Analisis Matriks EFE ....................................................................... 157 5.2.2 Analisis Penyusunan Strategi Tahap II (Matching Stage) ...................... 157 5.2.2.1 Analisis Matriks Internal-External (IE) ........................................... 158 5.2.2.2 Analisis Matriks SWOT................................................................... 158 viii

5.2.3 Analisis Penyusunan Strategi Tahap III (Decision Stage) ....................... 170 5.3 Adopsi Usulan Strategi dan Kebijakan ........................................................... 171 5.4 Rencana Usulan Program Implementasi Strategi Kebijakan .......................... 173 5.5 Analisis Implikasi Terhadap Lembaga ........................................................... 179 BAB VI KESIMPULAN DAN SARAN .............................................................. 188 6.1 Kesimpulan .................................................................................................... 188 6.2 Saran ............................................................................................................... 191 DAFTAR PUSTAKA ............................................................................................ 193 LAMPIRAN

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DAFTAR TABEL Tabel 1.1 Jumlah Pusat Perdagangan di Indonesia ..................................................... 3 Tabel 1.2 Posisi Penelitian .......................................................................................... 7 Tabel 2.1 Klasifikasi Strategi (David, 2004) ............................................................. 21 Tabel 2.2 Pembagian Pasar Modern dan Tradisiona ................................................. 31 Tabel 2.3 Perbedaan Karakteristik antara Pasar Tradisional dan Pasar Modern ....... 32 Tabel 2.4 Skematik Matriks SWOT (Umar, 2008) .................................................... 58 Tabel 2.5 Skala Penilaian Perbandingan Pasangan (Suryadi et.al., 1996, hal. 132) . 62 Tabel 3.1 Indikator Lingkungan Pasar Tradisional ................................................... 89 Tabel 3.2 Jenis Dan Teknik Pengumpulan Data ...................................................... 105 Tabel 4.1 Matriks Internal Factor Evaluation (IFE) ............................................... 128 Tabel 4.2 Matriks External Factor Evaluation (EFE) ............................................. 129 Tabel 4.3 Matriks SWOT (Strength-Weaknesses-Opportunities-Threats) .............. 132 Tabel 4.4 Urutan Hasil Pembobotan Kelompok Strategi ........................................ 136 Tabel 4.5 Urutan Prioritas Alternatif Strategi Melakukan kerja sama dan menjaga Hubungan Baik dengan Pihak Pemerintah (provinsi dan pusat), Swasta (distributor dan pengelola), dan Pembeli atau Konsumen ...................... 137 Tabel 4.6 Urutan Prioritas Alternatif Strategi Kegiatan Promosi dan Optimalisasi ...... Potensi Pasar Tradisional ......................................................................... 137 Tabel 4.7 Urutan Prioritas Alternatif Strategi Peningkatan Sarana dan Prasarana ........ Pasar Tradisional...................................................................................... 138 Tabel 4.8 Urutan Prioritas Alternatif Strategi Peningkatan dan Optimalisasi Program Pengembangan Pasar Tradisional yang Telah Ada.................................. 139 Tabel 4.9 Urutan Prioritas Alternatif Strategi Peningkatan dan Optimalisasi Sumber Daya Manusia dan Produk Pasar Tradisional .......................................... 139 Tabel 4.10 Urutan Prioritas Alternatif Strategi Proteksi dan Regulasi Perlindungan Pasar Tradisional.................................................................................... 140 Tabel 5.1 Rencana Implementasi Strategi Kebijakan Pengembangan Pasar ................ Tradisional Di Kabupaten Cirebon .......................................................... 174 Tabel 5.2 Kerangka Kerja 7-S McKinsey untuk Dinas Perindustrian dan .................. Perdagangan Kabupaten Cirebon untuk saat ini dan yang diinginkan .... 187

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