DAFTAR ISI

HALAMAN PENGESAHAN.................................................................................i
HALAMAN PERNYATAAN KEASLIAN..........................................................ii
HALAMAN PERNYATAAN PERSETUJUAN PUBLIKASI.........................iii
BIODATA..............................................................................................................iv
KATA PENGANTAR............................................................................................v
ABSTRAK............................................................................................................vii
ABSTRACT..........................................................................................................viii
DAFTAR ISI..........................................................................................................ix
DAFTAR TABEL...............................................................................................xiii
DAFTAR GAMBAR............................................................................................xv
BAB I PENDAHULUAN
1.1 Latar Belakang................................................................................. 1
1.2 Rumusan Masalah............................................................................ 3
1.3 Batasan Masalah............................................................................... 4
1.4 Tujuan Penelitiaan............................................................................ 4
1.5 Manfaat Penelitian............................................................................ 5
1.6 Sistematika Penulisan....................................................................... 5
BAB II TINJAUAN PUSTAKA
2.1 Pengertian Strategi Pemasaran......................................................... 7
2.2 Pengertian Kuesioner....................................................................... 9
2.3 Analisis Lingkungan Perusahaan..................................................... 9
2.4 Analisis Matriks IFE dan Matrik EFE............................................. 9
2.5 Analisis Lingkungan Eksternal........................................................ 12
2.6 Matriks Internal-Eksternal (IE Matriks).......................................... 14
2.7 Analisa SWOT................................................................................. 15
2.8 Matriks SWOT................................................................................. 16
2.9 Matriks QSPM................................................................................. 17
2.10 Penelitian Terdahulu........................................................................ 21

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BAB IIIPENGKAJIAN SISTEM
3.1. Sejarah Perusahaan........................................................................... 24
3.2. Lokasi Perusahaan............................................................................ 24
3.3. Daerah Perusahaan........................................................................... 25
3.4. Ruang Lingkup Perusahaan.............................................................. 25
3.5. Kapasitas Usaha............................................................................... 25
3.6. Struktur Organisasi dan Manajemen................................................ 25
3.6.1 Deskripsi Tugas.................................................................... 25
BAB IV METODOLOGI PENELITIAN
4.1. Pendahuluan.......................................................................................... 30
4.2. Penyebaran Kuesioner Prasurvey......................................................... 30
4.3. Perumusan Masalah.............................................................................. 30
4.4. Penetapan Tujuan.................................................................................. 31
4.5. Pengumpulan Data................................................................................ 31
4.6. Implementasi Metode............................................................................ 31
4.6.1. Analisis Lingkungan Internal dan Eksternal Perusahaan.........
32
4.6.2. Penentuan Populasi dan Sampel ..............................................
32
4.6.3. Pembuatan Kuesioner Tertutup Faktor Eksternal
Perusahaan................................................................................
33
4.6.4. Uji Validitas Dan Reliabilitas...................................................
33
4.6.4.1.Uji Validitas .................................................................
33
4.6.4.2.Uji Reliabilitas..............................................................
34
4.6.5. Menentukan Faktor Internal Dan Eksternal Perusahaan..........
34

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 4.6.6. Merumuskan Strategi Peningkatan Penjualan..........................
35
4.6.7. Menentukan Strategi Perusahaan Yang Terbaik Dengan
Quantitative Strategic Planning Matriks (QSPM)...................
35
4.7. Pembahasan........................................................................................... 36
4.8. Penutup................................................................................................. 36
BAB V IMPLEMENTASI METODE DAN PEMBAHASAN
5.1. Implementasi Metode............................................................................ 37
5.1.1. Analisis Lingkungan Internal dan Eksternal Perusahaan......... 37
5.1.1.1. Analisis Lingkungan Internal Perusahaan..................
1. Manajemen.............................................................
2. Pemasaran...............................................................
3. Keuangan/Akuntansi.............................................. 39
4. Proses/Operasi........................................................ 39
5. Penelitian dan Pengembangan................................ 40
6. Sistem Informasi Manajemen................................. 40
5.1.1.2. Rumusan Kekuatan dan Kelemahan CV.
Bimanda Elektronik....................................................
40
5.1.1.3. Analisis Lingkungan Eksternal Perusahaan................
42
1. Lingkungan Makro.................................................
42
2. Lingkungan Mikro..................................................
44
3. Lingkungan Industri...............................................
45
5.1.2. Penentuan Populasi dan Sampel...............................................

xi
 5.1.2.1. Demografi Sampel Penelitian Eksternal
Berdasarkan Jenis Kelamin.........................................
49
5.1.2.2. Demografi Penelitian Eksternal Berdasarkan
Usia.............................................................................
50
5.1.2.3. Demografi Potensi Perusahaan...................................
51
5.1.3. Pembuatan Kuesioner Tertutup Faktor Eksternal
Perusahaan................................................................................
52
5.1.4. Pengujian Validitas dan Reliabilitas Faktor Eksternal
Perusahaan................................................................................
52
5.1.5. Menentukan Faktor Internal dan Ekternal Perusahaan............
54
5.1.5.1 Matriks Internal Factors Analysis Summary
(IFAS)...........................................................................
54
1. Analisis Lingkungan Internal...................................
54
5.1.5.2 Matriks Eksternal Factors Analysis Summary
(EFAS)..........................................................................
57
1. Analisis Lingkungan Eksternal................................
57
5.1.5.3 Matriks Internal-Eksternal (IE)....................................
60
5.1.6. Merumuskan Strategi Peningkatan Penjualan..........................
61

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 5.1.6.1.Analisis Matriks SWOT................................................
61
5.1.7. Menetukan Strategi Perusahaan Yang Terbaik Dengan
Quantitative Strategic Planing Matrix (QSPM).......................
65
5.2. Pembahasan........................................................................................... 73
5.2.1. Deskriptif Analisis SWOT........................................................ 73
BAB VI KESIMPULAN DAN SARAN
6.1. Kesimpulan........................................................................................... 75
6.2. Saran..................................................................................................... 76
DAFTAR PUSTAKA
LAMPIRAN

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 DAFTAR TABEL

Tabel 1.1 Data Penjualan Periode Januari-Desember 2019........................... 2

Tabel 1.2 Hasil Prasurvey Wawancara.......................................................... 2
Tabel 2.1 Matriks Perencanaan Strategi Kuantitatif (QSPM)....................... 18
Tabel 2.2 Matriks QSPM............................................................................... 20
Tabel 2.3 Penelitian Terdahulu...................................................................... 21
Tabel 3.1 Toko CV. Bimanda Elektronik Pekanbaru.................................... 24
Tabel 5.1 Rumusan Kekuatan dan Kelemahan Faktor Manajemen...............
40
Tabel 5.2 Rumusan Kekuatan dan Kelemahan Faktor Pemasaran................
40
Tabel 5.3 Rumusan Kekuatan dan Kelemahan Faktor Keuangan.................
41
Tabel 5.4 Rumusan Kekuatan dan Kelemahan Faktor
Produksi/Operasi............................................................................
41
Tabel 5.5 Rumusan Kekuatan dan Kelemahan Faktor Penelitian dan
Pengembangan...............................................................................
41
Tabel 5.6 Rumusan Kekuatan dan Kelemahan Faktor Sistem
Informasi dan Manajemen.............................................................
41
Tabel 5.7 Rumusan Peluang dan Ancaman Faktor Lingkungan
Makro.............................................................................................
47
Tabel 5.8 Rumusan Peluang dan Ancaman Faktor Lingkungan
Mikro.............................................................................................
47

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Tabel 5.9 Rumusan Peluang dan Ancaman Faktor Lingkungan
Industri...........................................................................................
48
Tabel 5.10 Demografi Sampel Penelitian Eksternal Berdasarkan
Jenis Kelamin.................................................................................
49
Tabel 5.11 Demografi Sampel Berdasarkan Usia...........................................
50
Tabel 5.12 Demografi Toko Pengamatan 1 CV. Bimanda Elektronik............
51
Tabel 5.13 Demografi Toko Pengamatan 2 CV. Bimanda Elektronik............
52
Tabel 5.14 Output SPSS Reliabilitas Statistic..................................................
53
Tabel 5.15 Hasil Uji Validitas.........................................................................
53
Tabel 5.16 Hasil Rekapitulasi Matriks IFAS CV. Bimanda Elektronik..........
55
Tabel 5.17 Hasil Analisis Matrik IFAS CV. Bimanda Elektronik..................
56
Tabel 5.18 Hasil Rekapitulasi Matriks EFAS CV. Bimanda
Elektronik.......................................................................................
58
Tabel 5.19 Hasil Analisis Matrik EFAS CV. Bimanda Elektronik...............
58
Tabel 5.20 Matrik SWOT Pada CV. Bimanda Elektronik...............................
62
Tabel 5.21 Alternatif Strategi Dari Hasil Analisis Matrik SWOT...................
65

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Tabel 5.22 Hasil Pengisian Kuesioner QSPM untuk menentukan
attractive Score..............................................................................
67
Tabel 5.23 Peringkat Alternatif Strategi Pemasaran CV. Bimanda
Elektronik.......................................................................................
72

xvi
 DAFTAR GAMBAR

Gambar 2.1 Matriks SWOT........................................................................ 17

Gambar 3.1 Struktur Organisasi Perusahaan CV. Bimanda Elektronik..... 26
Gambar 4.1. Flow Chart Penelitian............................................................. 28
Gambar 5.1 Grafik Berdasarkan Jenis Kelamin......................................... 50
Gambar 5.2 Grafik Berdasarkan Usia......................................................... 51
Gambar 5.3 Hasil Matrik IE CV. Bimanda Elektronik.............................. 61

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