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
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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
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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.
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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.
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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
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DAFTAR ISI ABSTRAK .....................................................................................................
i
KATA PENGANTAR ...................................................................................
iii
DAFTAR ISI ...................................................................................................
vi
DAFTAR TABEL ..........................................................................................
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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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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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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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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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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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LAMPIRAN GAMBAR
Daftar Lampiran Gambar ..................................................................................... 61
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