PENERAPAN ANALISIS STRATEGI UMKMRUMAH MAKAN MASAKAN PADANG “EPG” DI SOLO RAYA

Abstract

Small and Medium Micro Enterprises in the city of Surakarta are developing, one of which is engaged in culinary. The culinary business is a very promising business
because it can provide more than 50% profit. Surakarta is a culinary city with a variety of foods from all over Indonesia. No exception of typical food from West Sumatra that
has mushroomed in the city of Surakarta and its surroundings. Many Padang restaurants are spread throughout the city of Surakarta and its surroundings. Padang
food is popular because of its distinctive taste and different presentation with food from other regions. In the process of serving using neatly arranged plates and when serving to consumers, the waiter will arrange neatly with his hands. With the many Padang restaurants in Surakarta and the high level of consumer interest in Padang cuisine, the researchers analyzed the UMKM strategy using SWOT analysis, EFE Matrix, IFE Matrix and IE Matrix. EPG Restaurant located in Surakarta is suitable for
implementing management strategies in the form of intensive strategies in the form of market penetration, market development and product development and Integration
Strategies, namely backward integration, forward integration, and horizontal integration, and the final conclusion is (3) to determine what strategy the right one is
used in decision making, then the analysis of Quantitative Strategic Planning Matrix (QSPM) is carried out and the results obtained are choosing a product Development
strategy with an alternative total score of 3.88 compared to market penetration with a smaller total alternative score of 3, 76