STRATEGI PENGEMBANGAN BISNIS RESTORAN GEDONG SISI UBUD: ANALISIS KULINER AUTENTIK BALI DAN DAYA SAING WISATA GASTRONOMI
DOI:
https://doi.org/10.5281/zenodo.22655463Keywords:
Balinese Restaurant, Gastronomic Tourism, Business Strategy, Culinary Authenticity, SWOT, IFAS, EFAS, Ubud, Gedong SisiAbstract
Gedong Sisi Ubud Restaurant is a culinary business located in the heart of Ubud, Gianyar, Bali, serving authentic Indonesian, vegetarian, and international cuisine within a traditional Balinese pavilion called 'Gedong'. This study aims to analyze the business development strategy of Gedong Sisi Ubud Restaurant through the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), and Internal-External (IE) Matrix approach. The study employs a qualitative descriptive method with a single case study design. The analysis results show an IFAS score of 2.89 and an EFAS score of 2.78, placing the restaurant in cell V of the IE Matrix (Hold and Maintain). Recommended strategies include digital market penetration, culinary experience diversification, authentic Balinese branding reinforcement, and premium culinary product development.
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