Analisis SWOT dalam Upaya Meningkatkan Daya Saing: Studi Kasus Art Coffee Lago di Kota Mataram

Abstract

Gaya hidup masyarakat modern yang terus berkembang, disertai meningkatnya kebutuhan akan “tempat ketiga” di luar rumah dan tempat kerja, menjadikan industri kedai kopi sebagai sektor bisnis yang menjanjikan sekaligus sangat kompetitif. Penelitian ini mengkaji kekuatan, kelemahan, peluang, dan ancaman (SWOT) pada bisnis kedai kopi Art Coffee Lago di Kota Mataram. Tujuan penelitian adalah mengidentifikasi dan merumuskan rekomendasi strategis untuk mengoptimalkan kekuatan dan peluang sekaligus meminimalkan kelemahan serta ancaman. Data dikumpulkan melalui wawancara dan survei, kemudian dianalisis menggunakan matriks IFE dan EFE yang diintegrasikan ke dalam matriks SWOT. Hasil analisis menunjukkan bahwa terdapat 21 alternatif strategi yang dikelompokkan ke dalam strategi Ofensif (SO), Kompetitif (ST), Konservatif (WO), dan Defensif (WT), yang mencakup penerapan teknologi modern, peningkatan kualitas layanan, kolaborasi digital, dan penguatan jejaring komunitas lokal. Temuan ini menegaskan pentingnya adaptasi terhadap perubahan pasar dan preferensi konsumen sebagai dasar peningkatan daya saing. Studi ini memberikan kontribusi sebagai referensi strategis bagi pengelola kedai kopi dalam merumuskan kebijakan operasional yang mendukung keberlanjutan usaha di tengah persaingan industri.

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Issue

Vol. 12 No. 1 (2026): Edisi Bulan Juni

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