FORMULASI STRATEGI HOTEL DANAU DARIZA MENGGUNAKAN ANALISIS SWOT DAN QSPM MATRIX
Abstract
Hotel Danau Dariza is one of the leading accommodations in Garut Regency, featuring traditional
architecture inspired by local cultural heritage. However, the hotel has experienced a decline in
occupancy rates due to increasing competition and shifting tourist preferences toward digitalized
services. This study aims to formulate an effective business development strategy to enhance the
hotel’s competitiveness. The research employs a descriptive qualitative approach using the
Quantitative Strategic Planning Matrix (QSPM), which includes the input stage (IFE and EFE
matrices), matching stage (SWOT and IE matrices), and decision stage (QSPM). The analysis
results indicate that Hotel Danau Dariza falls into the "hold and maintain" strategic position, with
an Internal Factor Evaluation (IFE) score of 2,778, and an External Factor Evaluation (EFE)
score of 2,407. The prioritized strategy is product development, in the form of adding and
modifying services, with the highest Total Attractiveness Score (TAS) of 6,027. This strategy is
considered the most appropriate for enhancing customer experience, strengthening competitive
advantage, and increasing hotel occupancy in a sustainable manner.
Keywords: Matriks IFE, Matriks EFE, Matriks SWOT, Matriks IE, QSPM
References
Buchory, H. A., & Saladin, D. (2010). Manajemen Pemasaran Strategik. CV Linda Karya.
David, F. R. (2006). Strategic Management: Concepts and Cases (11th ed.). Pearson Education.
David, F. R. (2010). Strategic Management: Concepts and Cases (12th ed.). Pearson Education.
David, F. R. (2011). Strategic Management: Concepts and Cases (13th ed.). Pearson Education.
Glueck, W. F., & Jauch, L. R. (1999). Manajemen Strategis dan Kebijakan Perusahaan. Erlangga.
Hamel, G., & Prahalad, C. K. (1995). Competing for the Future. Harvard Business Press.
Hazmi, C., Yogaswara, B., & Wulandari, S. (2018). Perumusan Strategi dan Roadmap Strategi
Hotel XYZ
Menggunakan Pendekatan QSPM. Jurnal Teknik Industri, 20(2),
–135.
Marrus, S. K. (2001). Strategic Management: A Practical Approach. McGraw-Hill.
Pearce, J. A., & Robinson, R. B. (2008). Strategic Management: Formulation, Implementation,
and Control (11th ed.). McGraw-Hill.
Safitri, R. N., Arbainah, S., & Karyanti, T. D. (2023). Formulasi Strategi Bisnis Menggunakan
SWOT dan QSPM di Surya Boutique Hotel Semarang. Jurnal Manajemen Strategik, 9(1),
–58.
Sedarmayanti. (2016). Manajemen Sumber Daya Manusia dan Reformasi Birokrasi. Refika
Aditama.
Setyorini, R. (2006). Manajemen Strategik. CV Andi Offset.
