Research Paper
Year: 2021 | Month: March | Volume: 8 | Issue: 3 | Pages: 562-569
Analysis of Cafe Wanowan Bandar Lampung Business Strategy Decision Making in the Middle of Covid-19 Pandemic
Patricia Natalie1, Appin Purisky Redaputri2
1,2Faculty of Economics and Business, Bandar Lampung University, Jln. Zainal Abidin Pagar Alam No.26, Labuhan Ratu, Kedaton, 35142, Bandar Lampung, Indonesia
Corresponding Author: Patricia Natalie
ABSTRACT
Introduction: The number of cafe and coffee shop businesses required cafe owners to have a strategy to be able to compete with competitors, coupled with the current COVID-19 pandemic, definitely affected the sustainability of the cafe business. Business owners certainly had to rack their brains to maintain the business they owned. The purposes of this research itself is to find out what factors influenced the success of Cafe Wanowan's strategy as well as the right business strategy decisions to be implemented by Cafe Wanowan Bandar Lampung in the midst of the COVID-19 pandemic.
Research and Methods: Regarding the data collection process, researcher used data collection techniques in the form of interviews, observations, questionnaires, and documentation. The analytical method used in this research is the Soft System Methodology (SSM) with the Analytical Hierarchy Process (AHP) as the analytical tool. The results of this study indicated that there are three sub-criteria in both internal and external factors.
Analysis and Discussion: the results of decision making with AHP showed that the first priority strategy was to make interesting menu variations and maintain the taste offered, followed by collaborating with third parties by providing attractive promos, and increasing promotion / marketing with social media to maintain Cafe Wanowan in the midst of a pandemic.
Keywords: soft system methodology (SSM); analytical hierarchy process (AHP); business strategy; COVID-19
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