DETERMINING STRATEGY OF ROTI PISANG PRODUCT AT TOKO ROTI ELMA

• Main Author: Zaza Swadesi, Putria
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67421
• Institution: Institut Teknologi Bandung

In 2021 the bakery business experienced an increase in bread sales reaching Rp. 18.7 billion. This increase in sales makes the competition in the bakery business even tighter, so SME Toko Roti Elma (Elma Bakery) tries to make various innovations to develop its business. However, there are several obstacles in the process. This happened after a decline in sales, especially in banana bread products, which are the best-selling products at Toko Roti Elma. Therefore, the researcher was helped by the initial data collection using interviews with the owner, where the results were processed to find the cause of the decline in sales using the root cause analysis method by combining two techniques, namely fishbone and five whys. These two techniques are combined to find a single problem that can solve several problems. The results show that the RCA six causes decrease sales, which are scarcity of raw ingredients, production equipment does not work optimally, company finances are not recorded properly, working hours and work desks are not clear, product quality is not stable, and service is unsatisfactory to consumers. The six causes will be identified using the five whys method and compiled using the fishbone method to find out which part is most likely to be the main cause. The results of the analysis show that the cause must be resolved first to improve the quality of unstable products because these solutions can help overcome the problem of unsatisfactory service to consumers. Then the researcher conducted a literature review and study to see several alternatives that could be used to overcome the problem of product quality is unstable. After conducting a literature study, the researcher decided to use the exploratory method by looking at the condition of Toko Roti Elma. In the exploration method, the independent variables are determined: product size and raw ingredients, then the dependent variable: product quality. From these variables, a product sample will be made by changing the size and ingredient of roti pisang. There are three product samples, Bread Sample A (with size change), Bread Sample B (with ingredient change), and Bread Sample C (with size and ingredient change). Product samples will be tested on Toko Roti Elma customers to see their responses and test hypotheses about the effectiveness of changing sizes and ingredients to increasing sales. This test is assisted by using a questionnaire instrument. The results of 30 questionnaires will be tested for validity and reliability to see the correlation and consistency. The test results show positive results, with the validity of each question exceeding the significance level of 0.05 and the reliability results of 0.878 exceeding the Cronbach's Alpha value of 0.60. After testing the validity and reliability, the results of the questionnaire totaling 50 respondents were analyzed. Analysis of 50 respondents show that the most positive response was in the sample of bread A, then the sample of bread B, and finally the sample of bread C. So it can be concluded that the sample of bread A that experienced changes in the size of roti pisang can be a strategic solution to stabilize the quality of roti pisang products to increase sales at Toko Roti Elma.