ANALISIS PENGARUH MANAJEMEN STRATEGI TERHADAP KEBERHASILAN USAHA BUBUK KOPI SUN GO KONG DI DESA SAMPUR BANGKA TENGAH

Abstract

         The theories used in this study are management theory, Strategy Management theory, Swot Analysis, Business Success. The method used in this study is a quantitative method with the aim to find the relationship between independent variables and dependent variables using a statistical formula that examines the strengths, weaknesses, opportunities and threats to the success of sun go kong coffee powder in sampur village, middle bangka. While the statistical formula used to test the hypothesis is Multiple Linear Regression Analysis. The sample in this study is that there are consumers who purchase 100 sun go kong coffee powder products. Aids in data processing research using JASP Version 0.9.2.0 University of Amsterdam.

        Based on the calculation results prove that: (1) There is a significant effect of the variable strength on the success of the sun go kong coffee powder business. This is proved by tcount (7.644)> t table (1.98447). (2) There is no significant effect of the variable weakness on the success of the business of sun go kong coffee powder. This is proven by t count (0.996) <t table (1.98447). (3) There is a significant effect of the opportunity variable on the success of the sun go kong coffee powder business. This is proven by t count (-2,889)> t table (1,98447). (4) There is no significant effect of variables Threats to the success of the business of sun go kong coffee powder. This is proven by tcount (0.673) <ttable (1.98447). (5) There is a significant influence of variables of strength, weakness, opportunity and threat together on the success of the business of sun go kong coffee powder. This is proven by Fcount (18,863)>Ftable (2,19).