Strategi Pengembangan Bisnis Sektor Properti Pasca Pandemi Covid 19 Pada Anak Perusahaan BUMD Provinsi DKI Jakarta

Abstract

The Covid-19 pandemic has caused a significant decrease in the property sector in DKI Jakarta. PT XYZ is a company engaged in the property sector with the status of a subsidiary of DKI Jakarta Provincial BUMD and it has been significantly affected by the pandemic. The company has three main business lines, which are property development, property services and property partnership. Currently, the property development business line dominates the company's revenue, but during the Covid 19 pandemic, the property development business line did not contribute to the company's revenue so that there was a significant decrease in performance. The purpose of the study is to develop a post-Covid 19 pandemic business development strategy at PT XYZ. This study uses a mixed method, also research that combines quantitative and qualitative analysis. The purpose of the study is to identify internal and external factors at PT XYZ currently, as well as to determine the right alternative strategies for PT XYZ in developing its business in the future. Data collection was carried out by means of observation, interviews, questionnaires and documentation. Data analysis using IFE, EFE, IE Matrix, SWOT Analysis and QSPM Analysis which shows the results of the IFE weighted score and EFE weighted score. The results of the company's IE Matrix analysis are in quadrant V which shows the recommendation of the "hold and maintain" strategy, so that strategies that can be implemented such as market penetration and product development. By using SWOT Analysis, 8 strategies were obtained, then a QSPM analysis was carried out to produce strategic priorities, which are establishing good relationships with stakeholders and utilizing these relationships to see continued business opportunities, encouraging an increase in recurring company income and compiling a grand design for PT XYZ for the next 5 to 25 years, which includes business plans and resource needs.

Pandemi Covid-19 menyebabkan penurunan signifikan pada sektor properti di DKI Jakarta. PT XYZ merupakan perusahaan yang bergerak di bidang properti dengan status anak perusahaan BUMD Provinsi DKI Jakarta sehingga terdampak signifikan akibat pandemi tersebut. Perusahaan mempunyai tiga lini bisnis utama yaitu property development, property services dan property partnership. Saat ini, lini bisnis property development mendominasi pendapatan perusahaan tetapi pada saat pandemi Covid 19 lini bisnis property development tidak berkontribusi terhadap pendapatan perusahaan sehingga terjadi penurunan kinerja signifikan. Tujuan penelitian adalah menyusun strategi pengembangan bisnis pasca pandemi Covid 19 pada PT XYZ. Penelitian ini, menggunakan metode mixed method yaitu penelitian yang menggabungkan analisis kuantitatif dan kualitatif. Tujuan penelitian adalah mengidentifikasi faktor internal dan eksternal pada PT XYZ saat ini, serta menentukan alternatif strategi yang tepat bagi PT XYZ dalam pengembangan bisnis kedepannya. Pengumpulan data dilakukan dengan cara observasi, wawancara, kuesioner dan dokumentasi. Analisis data menggunakan Matriks IFE, EFE, IE, Analisis SWOT dan Analisis QSPM yang menunjukkan hasil skor tertimbang IFE dan skor tertimbang EFE. Hasil analisis Matriks IE perusahaan berada pada kuadran V yang menunjukkan rekomendasi strategi “hold and maintain”, sehingga strategi yang dapat diimplementasikan seperti penetrasi pasar dan pengembangan produk. Dengan menggunakan Analisis SWOT didapatkan 8 strategi, kemudian dilakukan analisis QSPM sehingga menghasilkan prioritas strategi yaitu menjalin hubungan baik dengan para stakeholder dan memanfaatkan hubungan tersebut untuk melihat peluang bisnis lanjutan, mendorong peningkatan pendapatan perusahaan yang bersifat berulang (recurring income) dan menyusun grand design PT XYZ untuk 5 hingga 25 tahun kedepan, yang mencakup rencana bisnis dan kebutuhan sumber daya.