STRATEGI PENGEMBANGAN INDUSTRI JASA SALON KECANTIKAN DI KOTA PEKANBARU

Abstract

This research was conducted in the beauty salon business services industry in the city of Pekanbaru. The purpose of this research is to find out the strengths, weaknesses, threats and threats as well as the right strategy to develop the beauty salon service industry in Pekanbaru City. This study uses secondary data and data obtained from agencies / services and directly from beauty service business owners which get 11 units. The data techniques used were interviews, questionnaires and documentation. The method used is descriptive quantitative and analysis tools used are SWOT analysis and IE Matrix. The results showed the strength of the beauty salon service industry is having sufficient initial capital, strategic location, being able to maintain good relationships with customers and the variety of treatments offered. Meanwhile, the weakness is that it is difficult to find skilled and competent workers, who carry out promotions, unclear bookkeeping records and price competition. While the opportunities are the influence of trends and high demand for fashion, sophisticated equipment, development of science and technology and the development of the population. And the threats are competitive price competition, the existence of products / substitutes, volatile consumer tastes and business competition. Based on the SWOT analysis, it shows that the beauty salon service industry in Pekanbaru City is in quadrant I (aggressive strategy). This strategy focuses on SO (Strength - Opportunities) strategy, namely by using strength to take advantage of existing opportunities. So the development strategy that can be done is to innovate and keep up with the times and maintain good relationships with customers and take advantage of strategic locations.

Keywords: Strategy, Beauty Salon, SWOT Analysis, IE Matrix