Dana, Imaduddin Via (2026) STRATEGI PENGEMBANGAN USAHA DENGAN METODE ANALISIS SWOT PADA JASA PIJAT REFLEKSI ”RESU MASSAGE” BERBASIS HOME SERVICE DI KABUPATEN JOMBANG. Undergraduate thesis, UPN Veteran Jatim.
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Abstract
Massage therapy has grown into an economically valuable service business, one example being Resu Massage, a home-service-based reflexology massage business operating in Jombang, Mojokerto, and Sidoarjo Regencies. However, the Jombang branch experienced a gradual decline in profit throughout 2025, indicating that the business had not yet optimally captured the available market opportunities. This study aims to analyze the internal factors (strengths and weaknesses) and external factors (opportunities and threats) faced by Resu Massage, and to formulate an appropriate business development strategy through SWOT analysis. The study uses a qualitative descriptive approach, with the owner, employees, and customers as subjects selected through purposive sampling. Data were collected through observation, in-depth interviews, and documentation study, then analyzed using the IFAS and EFAS matrices, the SWOT matrix, and the Grand Strategy diagram. The results show that Resu Massage's main strengths lie in its practical service delivered directly to customers' homes, professional and skilled therapists, and prices considered appropriate for the quality of service, while its main weaknesses are underoptimized promotion and limited service capacity. The SWOT matrix weighting shows that the Strength-Opportunity (SO) strategy obtained the highest score (3.67), and the company's position on the Grand Strategy diagram falls in quadrant I (0.87; 0.41), indicating a strong competitive position. The recommended strategy is market development through expanded digital promotion and service development through increasing the number and quality of therapists, in order to improve Resu Massage's competitiveness and business sustainability. Keywords: SWOT analysis, business development strategy, reflexology massage service, home service, IFAS-EFAS�
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | A General Works > AS Academies and learned societies (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economics L Education > LT Textbooks |
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| Divisions: | Faculty of Economic and Business > Department of Entrepreneurship | ||||||||
| Depositing User: | Imaduddin dana | ||||||||
| Date Deposited: | 31 Aug 2026 06:37 | ||||||||
| Last Modified: | 31 Aug 2026 07:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59511 |
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