Strategi Pengembangan Bisnis Kedai Kopi pada Panada Coffee

Abstract

Perubahan gaya hidup masyarakat dan meningkatnya konsumsi kopi di Indonesia mendorong pertumbuhan bisnis kedai kopi, termasuk Panada Coffee. Penelitian ini bertujuan mengidentifikasi faktor internal dan eksternal, merumuskan alternatif strategi pengembangan bisnis, serta menentukan strategi prioritas bagi Panada Coffee. Penelitian menggunakan pendekatan deskriptif dengan analisis matriks IFE, EFE, IE, SWOT, dan QSPM. Data diperoleh melalui wawancara dan kuesioner kepada enam responden internal dan 32 responden eksternal. Hasil penelitian menunjukkan bahwa Panada Coffee berada pada posisi grow and build dan memerlukan strategi yang berorientasi pada pertumbuhan. Alternatif strategi yang dirumuskan meliputi optimalisasi promosi digital melalui media sosial dan platform pemesanan online, pengembangan paket menu dan program loyalitas pelanggan, peningkatan fasilitas dan kenyamanan konsumen, kolaborasi dengan komunitas, sekolah, dan kampus, standarisasi kualitas produk dan SOP pelayanan, digitalisasi sistem operasional, serta pembangunan kemitraan dengan pemasok. Strategi prioritas yang direkomendasikan adalah mengoptimalkan promosi digital melalui media sosial dan platform pemesanan online.

Changing lifestyles and rising coffee consumption in Indonesia have driven the growth of coffee shop businesses, including Panada Coffee. This study aims to identify internal and external factors, formulate alternative business development strategies, and determine the priority strategy for Panada Coffee. The study employed a descriptive approach using IFE, EFE, IE, SWOT, and QSPM matrix analyses. Data were collected through interviews and questionnaires administered to six internal respondents and 32 external respondents. The results indicate that Panada Coffee is positioned in the grow and build category and therefore requires strategies that support business growth. The alternative strategies formulated include optimizing digital promotion through social media and online ordering platforms, developing menu packages and customer loyalty programs, improving facilities and consumer comfort, establishing collaborations with communities, schools, and universities, standardizing product quality and service standard operating procedures, digitalizing operational systems, and building supplier partnerships. The recommended priority strategy is optimizing digital promotion through social media and online ordering platforms.