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Journal of Economics, Business, and Accountancy Ventura Accreditation No. 110/DIKTI/Kep/2009

Volume 15, No. 2, August 2012, pages 171 – 186

SWOT ANALYSIS IN STRATEGIC MANAGEMENT: A CASE STUDY AT PURABAYA BUS STATION Hening Widi Oetomo Lilis Ardini
Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya E-mail: oetomo_hening@stiesiaedu.com Menur Pumpungan Street No. 30, Surabaya 60118, East Java, Indonesia

ABSTRACT Gate automation (entrance automation) is a strategic plan that will be implemented at Purabaya Bus Station Surabaya. An automation technique with Radio Frequency Identification (RFID) is a method that can be used to store or receive data remotely using RFID tags or transponders. The purpose of this study was to determine the quadrant position in the SWOT diagram of the gate automation plan and determine the most appropriate strategy in accordance with the position of the quadrant on the SWOT diagram. Respondents who were used to measure strengths and weaknesses included fifty employees of the Purabaya Bus Station Surabaya, while to measure opportunities and threats were fifty drivers and automotive businessmen who currently use the bus station. Data were analyzed using SWOT in which the scores of internal factor (Internal Factor Analysis Summary-IFAS) and external factor (External Factor Analysis Summary-EFAS) were calculated. The results showed that score of internal factor and external factor were greater than 2. Hence, the position of SWOT for the gate automation was located in quadrant 1, suggesting that a company has strength to take an advantage of the existing opportunities. Key words: Gate automation, RFID, strategic planning, SWOT quadrant.

ANALISIS SWOT DALAM MANAJEMEN STRATEGIS: STUDI KASUS PADA TERMINAL BUS PURABAYA ABSTRAK Otomatisasi gerbang (otomatisasi pintu masuk) adalah rencana strategis yang akan dilaksanakan di Terminal Bus Purabaya Surabaya. Teknik otomatisasi dengan Radio Frequency Identification (RFID) adalah metode yang dapat digunakan untuk menyimpan atau menerima data jarak jauh menggunakan RFID tag atau transponder. Tujuan dari penelitian ini adalah untuk mengetahui posisi kuadran pada diagram SWOT dari rencana otomatisasi gerbang di Terminal Bus Purabaya Surabaya dan menentukan strategi yang paling tepat sesuai dengan posisi kuadran pada diagram SWOT. Responden yang digunakan untuk mengukur kekuatan dan kelemahan adalah lima puluh karyawan Terminal Bus Purabaya Surabaya, sedangkan untuk mengukur peluang dan ancaman adalah lima puluh driver dan pengusaha otomotif yang saat ini menggunakan terminal bus tersebut. Data dianalisis menggunakan SWOT dengan menghitung faktor internal (Internal Factor Analysis Summary-IFAS) dan faktor eksternal (External Factor Analysis Summary-EFAS). Hasil penelitian menunjukkan bahwa skor faktor internal dan eksternal lebih besar dari 2. Karena itu, posisi SWOT untuk otomatisasi gerbang berada pada kuadran 1, menunjukkan bahwa perusahaan memiliki kekuatan untuk mengambil keuntungan dari peluang yang ada. Kata Kunci: Otomatisasi gerbang, RFID, perencanaan strategis, kuadran SWOT. 171

ISSN 2087-3735

SWOT Analysis in Strategic … (Hening Widi Oetomo)

INTRODUCTION Along with the demanding needs of today society, the use of public transport like buses is not limited to the lower economic community, but also people of the middle and upper classes. In that condition, the variety of the public transport users demands a variety of services. For example, people from the middle and upper classes prefer the excellent service and facilities. They would feel satisfied when they can make a trip quickly, safely, and comfortably even though the fares to be paid are more expensive (Daley et al, 1988). Conversely, the lower economic groups prefer cheap public transport fares according to their financial ability despite the sub-standard facilities. The quality of services, especially for passenger security and safety, can be improved by, among others,...
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