Analisis Swot: Strategi Pengembangan Hotel Syariah Bandar Lampung
DOI:
https://doi.org/10.70371/jseht.v4i1.249Kata Kunci:
SWOT Analysi;, Branding Strategy; G Hotel Syariah; Marketing Management.Abstrak
G Hotel Syariah is one of the 1-star hotels in Bandar Lampung. The hotel business is currently starting to revive after being inactive for the past 2 years due to Covid-19. Various strategies have been carried out by hotel management to increase visitors. However, competition from the emergence of new hotels is also a threat to their business which is suspected of experiencing a decline in business profits during the pandemic. G Hotel Syariah uses a Branding strategy in its management. This study aims to conduct the most appropriate analysis to develop G Hotel Syariah. The research method used is descriptive qualitative. By conducting interviews, documentation and questionnaires. The respondents in this study numbered 52. The analysis technique is SWOT analysis. The results obtained in the study were the IFAS value of 14.28 and the total EFAS value was 7.75, meaning that the best and most appropriate strategy to use is the S-O strategy or Strength and Opportunity. G Hotel Syariah must utilize its strengths and take advantage of opportunities to develop its hotel business.
Referensi
Anam, S. (2020). Analisis Prospek Pengembangan Sektor Jasa Perhotelan di Kota Blitar. Jurnal Penelitian Manajemen Terapan, 5(2), 195–210. http://journal.stieken.ac.id/index.php/penataran/article/view/491%0Ahttps://journal.stieken.ac.id/index.php/penataran/article/download/491/571
Mularsari, A., & Farika, A. (2022). Analisis Strategi Pengembangan Pariwisata Di Bidang Jasa Pelayanan Hotel Roosseno Plaza Jakarta Di Masa New Normal Era. Turn Journal, 2(April), 17–30.
Nurdiansyah, F., & Rugoyah, H. S. (2021). Strategi Branding Bandung Giri Gahana Golf Sebelum dan Saat Pandemi Covid-19. Jurnal Purnama Berazam, 2(2), 159.
Oktaviani, F. (2018). Strategi Branding Public Relations “Jendela Alam” dalam Mengembangkan Produk Agrowisata. Mediator: Jurnal Komunikasi, 11(2), 203–213. https://doi.org/10.29313/mediator.v11i2.3950
Prodjo, W. A. (2016). Kagum Kembangkan Hotel Syariah di 7 Kota Termasuk Bali. Retrieved from http://travel.kompas.com/read/2016 /09/25/190300527/kagum.kem bangkan.hotel.syariah.di.7.kota.ter masuk.bali
Subkhi Mahmasani. (2020). View metadata, citation and similar papers at core.ac.uk. 2, 274–282.
Sugiyono. (2013). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif, dan R&D). Bandung: CV. Alfabeta.
Susilawati, I. M., & Harun, M. (2017). Analisis SWOT Sebagai Dasar Strategi Branding Pada Madrasah Ibtidaiyah Alhidayah, Cireunde, Ciputat. Tarbawi, 3(1), 111–128.
Syaifudin, R., Desmawan, D., & Setyadi, S. (2021). Strategi Hotel Branding Akibat Pandemi Covid-19 Studi Kasus Pada Hotel Bintang Empat Dan Lima Di Provinsi Banten. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 1(1), 243–257. https://doi.org/10.46306/vls.v1i1.20
Web: www.bps.go.id
