Analisis SWOT untuk Meningkatkan Kepuasan Konsumen di Babe Gym Bandar Lampung

2025-06-11T03:35:07+00:00

Increasing public awareness of the importance of a healthy lifestyle encourages the growth of the fitness industry in Indonesia, including in the city of Bandar Lampung. Babe Gym is one of the business actors in this field that needs to formulate a strategy to maintain and increase customer satisfaction in the midst of fierce competition. This study aims to analyze internal and external factors that affect Babe Gym's customer satisfaction using a SWOT analysis approach. The research was conducted through a qualitative approach with observation methods, in-depth interviews, and the distribution of questionnaires to management and customers. Data analysis is carried out using IFE and EFE Matrices to identify strengths, weaknesses, opportunities, and threat factors, which are then incorporated into the SWOT Matrix to formulate the right development strategy. The results of the study show that Babe Gym has strength in terms of affordable price and the owner's commitment to customer comfort. However, the disadvantages include a less strategic location, lack of promotion, and limited facilities. The main opportunities come from the increasing public interest in healthy lifestyles and the potential for cooperation with supplement business partners. The threats faced are low customer loyalty and a lack of focus on service and equipment safety. Babe Gym's strategic position is in Quadrant I (Grow and Build), which recommends an aggressive strategy for expansion and service improvement. The strategy includes improving facilities, external cooperation, and strengthening promotions and customer loyalty. This research provides a strategic basis for the development of competitive and sustainable fitness services.

Kajian Sistematis Integrasi Optik Lokal Yogyakarta dengan E-Commerce Tokopedia dan Shopee

2025-06-12T02:30:35+00:00

Digital transformation driven by the development of information technology has affected various sectors, including the optical business. In Yogyakarta, a city with rapid growth of optical MSMEs, the utilization of e-commerce platforms such as Tokopedia and Shopee is still not optimal. In fact, the adoption of marketplaces has the potential to expand market reach and increase competitiveness. This study aims to examine the readiness and challenges of adopting digital technology in local optical businesses through the Systematic Literature Review (SLR) approach with the PRISMA protocol. A total of 25 relevant articles were selected from the Google Scholar, Garuda, DOAJ, and Scopus databases based on the inclusion criteria: publications in 2018–2024 and focusing on the digitalization of health MSMEs, e-commerce, and optical business practices in Indonesia, especially the Yogyakarta region. The results of the study showed that 87% of the literature supports the benefits of e-commerce integration for market expansion and improving customer experience. However, only around 12% of local opticians have implemented digital strategies optimally, especially in utilizing marketplace features such as chatbots, stock integration, and Official Stores. The main challenges include limited digital literacy of the workforce, inefficient logistics, and unsynchronized online health service regulations. This study concludes that structural readiness and increasing digital competence are the main prerequisites in optimizing the transformation of the optical business through e-commerce. As a recommendation, digital literacy training, marketplace integration workshops, and support for incentive policies from local governments are essential. This study also offers a conceptual model of three pillars of integration: digital products, marketplace interactions, and online-offline service synchronization as the basis for a post-pandemic local optical digitalization strategy.

JURNAL MANAJEMEN DAN BISNIS

Analisis SWOT untuk Meningkatkan Kepuasan Konsumen di Babe Gym Bandar Lampung

Kajian Sistematis Integrasi Optik Lokal Yogyakarta dengan E-Commerce Tokopedia dan Shopee