Analisis Penerapan Blue Ocean Strategy pada PT Sofyan Hotels,Tbk

Al-Buhuts (e-Journal)

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Title Analisis Penerapan Blue Ocean Strategy pada PT Sofyan Hotels,Tbk
Creator Riasari, Atika
Subject blue ocean strategy, sharia hotel,hospitality Sofyan Hotels
Description This research aims to identify the suitability of the strategy adopted by Sofyan Hotels with the concept of blue ocean strategy and analyze the effectiveness of the strategy adopted by Sofyan Hotels. The method in this study was 25 points which will be used as indicators and instruments of variable A which is a strategy of the companies studied to variable B which is characteristic of the blue ocean strategy. Research results obtained from comparing the 25-point characteristics of strategic blue ocean with the company's strategy was obtained suitability as much as 25 points or have a degree of conformity of 100% means the strategy Sofyan Hotels accordance with the principles of the strategy blue ocean and this concept as a form of applying the blue ocean strategy proved effective in today's business competition. Sharia hotel that was not considered by competitors succeeded in creating new markets for Sofyan Hotels currently has 19 hotels with 1775 rooms spread throughout Indonesia. With the strategy adopted, the gain Sofyan Hotels grew by an average 7.72% per year and managed to win the World's Best Family Friendly Hotel in 2015.
Penelitian ini bertujuan untuk mengidentifikasi kesesuaian strategi yang diterapkan oleh Sofyan Hotels dengan konsep blue ocean strategy dan menganalisis keefektifan strategi yang diterapkan oleh Sofyan Hotels. Metode dalam penelitian ini adalah 25 poin yang akan digunakan sebagai indikator dan instrumen dari variabel A yang merupakan strategi dari perusahaan yang diteliti terhadap variabel B yang merupakan ciri-ciri dari  Blue Ocean Strategy. Hasil penelitian yang didapat dari membandingkan 25 point ciri-ciri strategi blue ocean dengan strategi perusahaan diperoleh kesesuaian sebanyak 25 poin atau memiliki tingkat kesesuaian sebesar 100%  berarti strategi Sofyan Hotels sesuai dengan prinsip strategi blue ocean dan konsep syariah sebagai bentuk dari penerapan blue ocean strategy terbukti efektif dalam persaingan bisnis saat ini. Hotel syariah yang tadinya tidak dilirik oleh pesaing berhasil menciptakan pasar baru bagi Sofyan Hotels yang saat ini telah memiliki 19 hotel dengan 1775 kamar yang tersebar diseluruh Indonesia. Dengan strategi yang diterapkan tersebut, laba Sofyan Hotels tumbuh rata-rata 7,72% per tahun dan berhasil memenangkan World’s Best Family Friendly Hotel pada tahun 2015.
Publisher Institute Agama Islam Negeri (IAIN) Sultan Amai Gorontalo
Date 2020-12-31
Type info:eu-repo/semantics/article
Peer-reviewed Article
Format application/pdf
Source Al-Buhuts; Vol. 16 No. 2 (2020): Volume 16 No 2 Desember 2020; 17-34
Language eng
Rights Copyright (c) 2020 Al-Buhuts

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