ANALISIS SWOT DAN AHP UNTUK MENENTUKAN STRATEGI PENGEMBANGAN DALAM PERSAINGAN USAHA

Sahtria Mahesa, NIM.: 20106060049 (2024) ANALISIS SWOT DAN AHP UNTUK MENENTUKAN STRATEGI PENGEMBANGAN DALAM PERSAINGAN USAHA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In the wider world of business, determining the right development strategy is the key to achieving long-term success in a business. To make this happen CV. XYZ is a micro small and medium business that is engaged in the manufacture of semi -finished traditional products which are raw materials for other products such as spring rolls. The business needs to identify and pivot strategies to increase competitiveness and growth, considering the decline in production numbers every year. This research uses the SWOT (Strengths, Weaknesses, Opportunities, Threats) method and the AHP (Analytic Hierarchy Process) method to determine effective development strategies in business competition. With these two methods, researchers can identify what faktors, both internal and external, influence the company's position using the SWOT method and find out which strategies should be prioritized based on the weight of importance and impact using the AHP method. Based on the results of the formulation using the SWOT CV method. XYZ itself got a score of 0.707 for internal and got a score of 1.535 for external positions so it placed CV. XYZ is in quadrant I position where the company has strengths and also opportunities to develop the company. Based on the results of observations using the SWOT method, 7 strategies were produced which were then used by the AHP method to determine which strategy should be prioritized based on the results of the weight assessment, the strategy that has the first weight is looking for suppliers of additional raw materials at stabel prices to avoid shortages of raw materials and maintain product price stability when marketed with an AHP weight value of 0.213 and so on based on calculation results.

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