EVALUASI ANALISIS SWOT DALAM MENETAPKAN STRATEGI PENGEMBANGAN USAHA KULINER PERSPEKTIF EKONOMI ISLAM DI PRATISTHA HARSA PURWOKERTO

sameeroh, Yohtae (2023) EVALUASI ANALISIS SWOT DALAM MENETAPKAN STRATEGI PENGEMBANGAN USAHA KULINER PERSPEKTIF EKONOMI ISLAM DI PRATISTHA HARSA PURWOKERTO. Skripsi thesis, UIN Prof. K.H. Saifuddin Zuhri.

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Abstract

Transformation in the surrounding environment is a situation that is difficult to anticipate, ascertain and ascertain in the future. Companies are inseparable from various types of changes originating from the internal and external environment. To describe the situation that is being faced or that might be faced, this study uses SWOT as a method tool that can be used as a tool to determine basic tactics or strategies. The Pratistha Harsa market was originally established to temporarily replace the location sellers in the Purwokerto square and its surroundings. Currently, the Pratistha Harsa market is one of the culinary centers in Purwokerto. In this study the general problem raised is how to analyze culinary business development strategies using SWOT analysis from an Islamic economic perspective at the Pratistha Harsa Culinary Market, Purwokerto. This study used field research, with a descriptive qualitative research type. To collect data used interview techniques, observation, and documentation. The data analysis technique used is data reduction, data presentation, and inference or verification. To test the validity of the data, namely using source triangulation and method triangulation. Based on the results of the study, it shows that the strategies that can be used at the Pratistha Harsa Purwokerto Culinary Market based on the SWOT matrix in culinary business development are several strategies that can be used including product, promotion, price, service, and sales. If viewed from an Islamic economic perspective, the strategy used by sellers at the Pratistha Harsa Market, Purwokerto, basically fulfills the halal aspects of prices, services and products sold in that market. Keywords: SWOT analysis, Strategy Development, Islamic Busniness ethics

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