PERANCANGAN STRATEGI BISNIS DAN PENGUKURAN KUALITAS LAYANAN RETAIL UD.SENANG JAYA BALIKPAPAN, KALIMANTAN TIMUR
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Abstract
Abstrak-UD.Senang Jaya merupakan usaha dagang yang melakukan transaksi jual beli barang listrik dan elektronik. Perancangan strategi bisnis dengan analisis pengukuran kualitas layanan retail akan sangat dibutuhkan oleh UD.Senang Jaya sehingga dapat bersaing dengan kondisi persaingan yang sangat ketat pada saat ini. Langkah awal yang dilakukan adalah dengan melakukan analisis SWOT UD.Senang Jaya yang kemudian diikuti dengan analisis lima kekuatan bersaing dan selanjutnya yang dilakukan adalah penentuan strategi bisnis yang efektif dalam menghadapi persaingan bisnis listrik dan elektronik dengan menggunakan analisis formulasi strategi yang terdiri dari 3 tahap yaitu tahap input, tahap penyesuaian ,dan tahap keputusan. Pada RSQ terdapat 5 dimensi yang digunakan yakni Physical Aspect, Reliability, Personal Interaction, Problem Solving, dan Policy serta pengukuran yang dilakukan menggunakan gap 5 yaitu yang berhubungan dengan ekspetasi pelanggan dan persepsi pelanggan dimana hasil akhir berupa hubungan strategi bisnis yang merupakan strategi korporat dengan hasil analisis RSQ yang menunjang pada sisi operasionalnya.
Kata Kunci: Strategi Bisnis, Kualitas Layanan Retail
Abstract-UD.Senang Jaya is a trading business that make buying and selling of electrical and electronic goods. The design of business strategy with retail service quality measurement analysis will be needed by UD.Senang Jaya so that it can compete with the very stringent conditions of competition at this time. The first step is to do a SWOT analysis UD.Senang Jaya which is then followed by analysis of five competitive forces and then taken is the determination of an effective business strategy in the face of competition electrical and electronic business using analysis strategy formulation consists of 3 phases: input stage, phase adjustment stage, and the decision stage. At RSQ there are five dimensions that use the Physical Aspect, Reliability, Personal Interaction, Problem Solving, and Policy as well as the measurements made using the gap 5 is related to expectations of the customer and the customer's perception of where the final result of the relationship business strategy is corporate strategy with results RSQ analyzes that support the operational side.
Keywords: Business Strategy, Retail Service Quality
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