Strategi Pengembangan Usaha Kuliner Di Warung Rasbag Kitchen, Kuta Selatan, Kabupaten Badung

Abstrak

Warung Rasbag Kitchen is a promising culinary business in Jimbaran facing challenges of significant revenue fluctuation, reaching up to 50-60% in certain periods, alongside intense business competition. This study aims to identify internal and external environmental factors, formulate alternative strategies, and determine the most appropriate development strategy priority.This research employs descriptive qualitative and quantitative methods. Respondent selection was conducted via purposive sampling involving internal management and experts. Data analysis was performed using the IFE (Internal Factor Evaluation) matrix, EFE (External Factor Evaluation) matrix, IE (Internal-External) matrix, SWOT analysis, and AHP (Analytic Hierarchy Process) for decision priority determination.Based on the environmental analysis results, a total weighted score of 2.916 was obtained on the IFE matrix, indicating the company's internal position is classified as strong, while the EFE matrix produced a total score of 3.060. Based on these two scores, Warung Rasbag Kitchen's position on the IE Matrix is in Cell II, specifically indicating market penetration, market development, and product development.Strategy formulation through SWOT analysis produced 8 alternative strategies. The decision-making stage using the AHP method showed that the recommended main strategy priority is WO2 (participating in specific occasions, events, or bazaars to increase sales and acquire new target markets) with a priority weight value of 0.189. This strategy is considered the most effective for increasing competitiveness and business sustainability.