Penentuan Keputusan Strategis di PT. Geo Persada Konsultan melalui Pendekatan TOWS-AHP dalam Rangka Pengembangan Pertumbuhan yang Kompetitif

Vania Stella Elena, Pri Hermawan

Abstract


Industri konsultan di Indonesia, khususnya sektor konstruksi dan geoteknik, mengalami pertumbuhan pesat seiring peningkatan proyek infrastruktur. PT. Geo Persada Konsultan (GPK), yang berbasis di Jakarta, menyediakan layanan di bidang geoteknik, struktur, dan teknik lingkungan. Meski memiliki keahlian teknis, GPK menghadapi tantangan seperti pendapatan tidak stabil, visibilitas merek rendah, dan ketergantungan tinggi pada proyek pemerintah. Penelitian ini bertujuan merumuskan strategi pertumbuhan kompetitif melalui pendekatan SWOT, Matriks TOWS, dan Analytical Hierarchy Process (AHP). Wawancara dengan pimpinan GPK dilakukan untuk memvalidasi analisis SWOT dan menghasilkan strategi alternatif. Hasil AHP menunjukkan bahwa strategi utama adalah “WO1 – Meningkatkan kehadiran digital dan visibilitas melalui pemasaran yang ditargetkan.” Strategi ini menekankan pentingnya memperkuat platform online dan menjangkau pasar non-pemerintah. Prioritas kedua adalah “WT1 – Mengurangi ketergantungan pada proyek pemerintah.” Strategi tambahan mencakup pembaruan sistem dan optimalisasi kualitas proyek. Penelitian merekomendasikan transformasi pemasaran, modernisasi sistem, dan diversifikasi klien guna meningkatkan daya saing jangka panjang perusahaan.

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DOI: https://doi.org/10.37531/sejaman.v8i2.8771

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