Penelitian ini untuk mengidentifikasi alternatif strategi pengembangan yang dapat diimplementasikan oleh usaha restoran di Kota Pagar Alam dalam menghadapi situasi pandemi covid 19. Teknik analisis menggunakan matriks IFE, EFE, IE, SWOT dan QSPM terhadap data primer yang diperoleh dari 70 responden konsumen dan 5 responden pengelola restoran. Hasil akhir penelitian menunjukkan penggunaan strategi terpilih adalah pembangunan model e-commerce melalui kolaborasi platform digital yang bertujuan untuk memperkecil gap usaha dengan target pasar yang mengalami pergeseran selama masa pandemi. Strategi terpilih melalui rangkaian analisis dengan hasil akhir adalah nilai TAS sebesar 5,3777. Implementasi strategi dipastikan akan berdampak pada pola pengelolaan restoran baik berkaitan langsung dengan produk, pelayanan maupun aspek keuangan.
This study compares traditional menu promotion efforts' expectations and reality in Pagar Alam, South Sumatra. The focus of attention of food and beverage industry players is customers and competitors. By generating and offering value to their customers, food and beverage industry players can bind a customer, a food and beverage player who has succeeded in presenting superior value. In order to achieve this goal, every industry player must be able to produce and deliver the goods and services desired by consumers, in this case, tourists, according to the needs and desires of these tourists. The data analysis method uses Important Performance Analysis (IPA) on primary data obtained from 83 consumer respondents. The results showed strategies to improve product branding to introduce and improve the specific menu products of natural fences so that tourists more widely knew them. The results showed that labeling was in quadrant D (low expectation and perception values) at an IPA value of 5.40.
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