Analisis Sistem Pengendalian Manajemen
Analisis Sistem Pengendalian Manajemen
Perusahaan
Perusahaan
(Studi Kasus pada Merpati Nusantara Airlines
(Studi Kasus pada Merpati Nusantara Airlines
))Disusun untuk memenuhi tugas mata kuliah Sistem
Disusun untuk memenuhi tugas mata kuliah Sistem Pengendalian
Pengendalian
Manajemen
Manajemen
Disusun Oleh:
Disusun Oleh:
M
Me
ella
an
ni
i A
Alli
i S
Se
ella
am
ma
att
11
1
11
13
30
08
81
10
00
00
00
00
05
5
R
Riiffk
ka
a IIn
nd
dii
1
11
11
13
30
08
81
10
00
00
00
01
14
4
M
Ma
ay
ya
a A
As
sm
ma
arra
a IIm
ma
as
s P
Pa
an
ne
e
1
11
11
13
30
08
81
10
00
00
00
01
1
!ika O
!ika O"ta#any Rah
"ta#any Rahayu
ayu
11130810000$
11130810000$
%
%a
ah
hd
diia
an
ns
sy
ya
ah
h R
Ra
ah
hm
ma
an
n
1
11
11
13
30
08
81
10
00
00
00
0&
&'
'
S
Su
uffy
ya
an
n A
Allffa
arriis
sii
1
11
11
14
40
08
81
10
00
00
00
04
4'
'
(urusan Mana)em
(urusan Mana)emen
en
%akultas *k+n+mi dan ,isnis
%akultas *k+n+mi dan ,isnis
-I. Syarif /idayatullah (akarta
-I. Syarif /idayatullah (akarta
$01&
$01&
KATA PENGANTAR
Pu)i syukur kehadirat Allah S! karena atas 2erkat rahmat dan
hidayahnya kami daat menyelesaikan makalah ini !ak lua shalaat serta
salam senantiasa ter"urah keada )un)un6an .a2i ,esar Muhammad SA
2eserta keluar6a dan ara saha2atnya
Makalah yan6 2er)udul 7Analisis Sistem Pen6endalian Mana)emen
Perusahaan Studi 9asus ada Merati .usantara Airlines
; ini kami 2uat
untuk memenuhi k+metensi mata kuliah Sistem Pen6endalian Mana)emen
Dalam enyusunan makalah ini kami telah 2erusaha sekuat tena6a .amun
tentu sa)a makalah ini tidaklah luut dari kesalahan -ntuk itu kami
men6harakan kritik dan saran yan6 mem2an6un a6ar makalah ini men)adi
le2ih 2aik
Dalam em2uatan makalah ini kami mendaatkan dukun6an dari
2er2a6ai ihak -ntuk itu kami in6in men6u"akan rasa terima kasih keada:
1 I2u Amalia selaku d+sen mata kuliah sistem en6endalian mana)emen
$ 9edua +ran6 tua yan6 telah mem2erikan dukun6an 2aik se"ara m+ril
mauun materil keada kami dan
3 Rekan<rekan seer)uan6an yan6 telah mem2erikan ener6i +sitifnya
keada kami
9ami 2erhara sem+6a makalah ini daat 2ermanfaat 2a6i em2a"a
ada umumnya dan enulis ada khususnya
!an6eran6 5 Aril $014
DAFTAR ISI
KATA PENGANTAR...ii
DAFTAR ISI... ..iii
1.1 EXECUTIVE SUMMARY...1
1.2 ANALISIS SWOT MERPATI AIR LINES...2
1.3 VISI, MISI, DAN STRATEGI MERPATI AIR LINES...3
1.4 SISTEM PENGENDALIAN MANAJEMEN MERPATI AIR LINES... 1. ANALISIS KASUS DAN PENYE!A! KE!ANGKRUTAN MERPATI AIR LINES... 1." DAMPAK KE!ANGKRUTAN MERPATI AIR LINES...# 1.$ REKOMENDASI STRATEGI...% 1.# KESIMPULAN...11
DAFTAR PUSTAKA... 13
1.1 EXECUTIVE SUMMARY
M&'(*i N+-*' Ai'i-& /0 0 *+ (i (&-&'-- -i5- 6- 0-6 /iiii &i- &' 5&0 (&&'i-*0 I-/5-&i. !&'/i'i (/ *0+- 1%"2, M&'(*i &iii (+* 5(&'i /i J'*, I-/5-&i. M(i i-i &-5(&'i- 7/8 (&-&'-- /5&*i /- 7+ i-*&'-i5- & /&'0 Ti5' Ti+' /'i (+*-6 /i -/' I-*&'-i5- S5&'-59:**.
M&'(*i N+-*' Ai'i-& &'+(- (i +/' 6- &-0++-- *&(*9 *&(* *&'(&-;i /i I-/5-&i. R+*& (&-&'-- M&'(*i N+-*' Ai'i-& -*' i- & A&5/-, A5', A0i, A5-, !/&, !i, !i((-, !-/-i', !-/+-, !-7'i-, !*, !+9!+, !&78, !i, !i, !i-*+-i, !5i, !+5, Dii, D55, D+i, E-/&, E8&', F9F, G&, G&&, G5'5-*5, G+-+- Si*5i, I--8*-, J'*, J6(+', Ki-, K+', K&-/'i, K&((i, K&*(-, Ki, Ki', K+ L+(+', K+(-, L+- !75, L+0, L-+, L55, L+8+, M', M-/5, M-5&, M-58'i, M+&'&, M&/-, M&-+-&, M&'+&, M&+50, Mi-/i(*-0, M5'5*i, Ni'&, N&, N'5&, O, P&-, P+, P-- !+-, P5-*i-, P55, P+*+i+, R+*&-, S(i*, S--, S+i, S&'-, S&-5, Si5-i*, Si5, Si--, S5'5-, S+'6, T+, T-0 M&'0, T&i0-, T&'-*&, Tii, T5i T5i, W0i, Wi-(+, W-, Wi5', /- Y56'*.
A- *&*(i, &'/i'i-6 +0 &'(*i 0'+ &-i (- +'+* /- &'i-i &-i 0. :+*- M&'(*i 6- &-+(+ &(/ &&'( (i0 !/- U0 Mii N&' <!UMN) /- &&'( (i0 8* -* *i/ &-+-*+-- i N&'. :+*-90+*- *&'&+* 0 *+-6 /i&- '&- M&'(*i &+ &6'- 0+*--6 &(/ P&'*i- &&' R(. =.===.===.===. :+*- *&'&+* &'+(- ++i /'i (55, +- /- /&-/ 6- /i&-- P&'*i- &(/ M&'(*i '&- &+ &6' >*+' 6- +/0 /i(i /- &&8*i * 8*+ 6- +/0 /i*&-*+- 5&0 P&'*i-. M&'(*i (+- 7+ &(+-6i 0+*- &&' R(. ".==.===.===.===,9 *&'0/( &i*' 2= (i0 !UMN /- (i0 8*.
A- M&'(*i +i* &-;&* 7+ '&- M&'(*i &-5(&'i- &&'( '+*& 6- / -+- -* *i/ &-+-*+-- *+ &'+i '&- 7' 6- /i*&(+0 -* *i/ &+i /&-- i6 6- /i&+'-. :i- (/ 1 F&'+'i 2=14, M&'(*i
0'+ &-+*+( &+'+0 (&-&'-- /i'&-- 0 &+-- 6- *i/ /(* /i&&i-.
1.2 ANALISIS SWOT MERPATI AIR LINES
1. S*'&-*0 <&+*-)
. M&'(*i Ai'i-& (+ &-&5 7 (&-&'---6 &(/ (' 5-+&-&;' 5-i*&- &7 *0+- 1%"2.
. M(+ *&'- & *&(*9*&(* *&'(&-;i <(&55) /- *&'i5i /i /&'0 I-/5-&i Ti+'.
;. M(+ &-0++-- &'i 8- '&i5- 6- +i* /i7-+ 5&0 &&'( (&'+0- (&-&'-- i--6.
/. A/-6 i*& (ii ERP 6i*+ 5?*8'& SAP. S5?*8'& SAP *&-*+ 7 /(* &&'i- &+/0- (/ &'(*i i'i-& / &-/++- >ii /- ii . : i-i 7+ /i+- /&-- *+7+- ' ('5& i-i
(&'+0-&-7/i &i0 ;&(* /- &i-iii' human error .
&. M&iii 2 Strategic Business Unit <S!U), 6i*+ Merpati Training Center /- Merpati Maintenance Facility 6- &/+-6 &'+(- ii &'(*i i'i-& / &(&'5&0 (&-/(*- +(+- &+-*+--. Merpati Training Center &'/ /i S+'6 /- J'* /- *&0 &*i0 (i (&-&'-- /5&*i;
&(&'*i M-/ Ai'i-&, !5+'@, I-/5-&i- Ai'i-&, /- (&-&'--9 (&-&'-- -;-&'. &/-- Merpati Maintenance Facility &'+(-+*+ +-i* i-i *'*&i 6- *&0 &&'i- (&6-- *&-i & &i0 /'i #= (&-&'--.
?. M&iii '/ 6- &-(, +i /'i (&8* &;i, &', 0i- (&8* 7&* 6- i /i+-- +-*+ (&-&'-- & /&'09/&'0 *&'(&-;i.
2. W&-& <&&0-)
. M0 i'5'i i-*&'- 6- /(* &-0* (&'+0- / (&-i- &(+*+-.
. +&' /6 -+i 6- &0 '&- &7 *0+- 2==$, &'(*i i'i-& &(&'5&0- '68--6 +-*+ (&-i5- /i-i. : i-i &-i*- -6 '68- 6- &'+i* /- &'(&-- &-7/i &'+'-.
;. IT 6- &+ *&'i-*&'i
/. Ti/ /-6 5/ 6- ;++(.
3. O((5'*+-i*i& <(&+-)
. M&'(*i i'i-& &'(&+- +-*+ &-7/i 7 (&-&'-- -55' *+ /i I-/5-&i 0- &9Ai T&-' '&- (&-- *&'--6 &7 *0+-1%"2.
. M&'(*i i'i-& &'+(- !UMN, 0 i-i &-6&- &'(*i /(* /&--+/0 &&'7 /&-- i-*-i9i-*-i (&&'i-*0.
;. A/-6 &'(*i 5-i-& 6- /i0'(- (+ &+/0- 5-+&- / 0 *'-i.
/. P' I-5-&i 6- ;++( +.
4. T0'&* <-;-)
. A/-6 '/ i- 6- +i &+i 8i60 I-/5-&i T&-0 /- Ti+'
. A/-6 (&'- 0' *+ (&'- *'i? -*' (&'+0- *&'- i--6 '&- (&&'i-*0 0-6 &-&*(- 0' i+ *(i *i/ &-&*(- 0'
i-i+.
;. K5-/ii (&'&5-5i- /+-i 6- i0 &+ *i &-6&- 0' 0- ' (&8* 6i*+ >*+' -i, 0 i-i 7+ &'(&-'+0 *&'0/( 0' *i&* 6-
/i7+ &-7/i -i.
1.3 VISI, MISI, DAN STRATEGI MERPATI AIRLINES
Vii
S&;' 'i &' &'(*i i'i-& (+-6 2 ii +* 6i*+
1. M&'(*i i' &+ &&- 5i*&- /&-- *+7+- ' i &&'i (&6--/ 0 *'-(5'*i (&-&'-- 6- - &'* -6- i 6'* /i- 7 &'& &'/.
2. S&i (&'+0- (&-&'-- 6- +/0 (+-6 (&-- ;++( -6. M&'(*i i' &+ &'+0 +-*+ &-7/i (&5(5' /- 0'+ &-i-*- 6*& &'7 6- *&'(/+ ' i &6-i &+*+0- /'i (&-- /- (+ &-6&&&i- 0 /i&*i( *+7+- (&-&'--.
Mii
A/(+- ii /'i (&'+0- &'(*i i' /0
1. S&+ &&-+0i *-/' /&-- +i* (i- *i-i (/ &&*-
(&-&'--2. S&+ &5/&'-ii- (&8* 6- +* /- 0-/ &0i- (+ /i+--+-*+ *'-(5'*i (&-&'--.
3. S&+ &&-+0i &*&(*- / 0 8*+ (&-&'--. 4. S&+ &'+0 +-*+ *++0 /- &-0i- &+-*+--. . M&-;i(*- +*+ 0++-- i-i *+ &'7 6- (i- &?&*i?.
". M(+ &-&'(- & (&'&-- *&-55i /ii/- i-?5'i. $. M&-&-- 5(&*ii 6- &?&*i?.
U-*+ &-;(i >ii /- ii *&'&+*, PT. MNA &-&'(- *'*&i 6- /i-*'-6 /0 &i &'i+*
1. M&-i-*- (&-7+- &;' '&i?
M&i0* /-6 -;- /'i (i (&-&'-- 5&0 '&- i*+ PT MNA &-i-*- (&-7+- *&'+* &(/ (&-- 6- &'/ /i /&'0 (&55 +- &-+-- 5(&'i5- (&'+0-.
2. M&-i-*- &?&*i?i* /- &?ii&-i i-&'7 SDM
P&-i-*- &?&*i?i* /- &?ii&-i /i+- &+i (&&-0- / +/6 5'-ii (&'+0-.
3. M&-&'(- *&-55i 6- 5(*i +-*+ &-/++- ('5& i-i
(&'+0-PT. MNA &+ &'+0 +-*+ &-i-*- *&-55i 6- 5(*i +-*+ &-/++- ('5& i-i /- &-;(i >ii (&'+0-.
4. M&-i-*- +i* SDM +-*+ &'i- /&-- 5(&*i*5'
i-P&'+0- &-/- &'i (&*i0- 6- &+i /&-- '& *-+- 78 (&&'7-.
1.4 SISTEM PENGENDALIAN MANAJEMEN MERPATI AIR LINES
M&'(*i i' &iii 5i*&&- / 0 (&-&-- *&-i (&'+0- &'* &-;i(* >+& ;+*5&'. : i-i /i+- '&- (&-&-- *&-i (i -&-i-*- +i* (&'+0- &'* +i* (&-&'-- 6- &'& 55/i'. D 0 >+& ;+*5&' M&'(*i &-+*- (&-&'-- 7' 7+0 6- &-&(+0 0i- /&'0 *&'(&-;i /i I-/5-&i. I-i -* - /i+- /- 0-6 M&'(*i Ai'i-& 6- &'-i &+--6.
Pen6em2an6an teknis diu)udkan dalam 2e2eraa hal:
P! M.A memiliki $ S,- yakni Merati !rainin6 =enter dan Merati
Maintenan"e %a"ility yan6 keduanya meruakan strate6i" 2usiness unit
P! M.A dalam memer+leh endaatan mau un keuntun6an Merati
!rainin6 =enter 2erada di Sura2aya dan (akarta dan telah melatih
maskaai ener2an6an d+mestik seerti Mandala Airlines ,+ura>
Ind+nesian Airlines dan ener2an6an<ener2an6an man"ane6ara
Sedan6kan Merati Maintenan"e %a"ility meruakan suatu unit 2isnis
strate6i yan6 telah mem2erikan elayanan teknis ke le2ih dari 80
ener2an6an
Sedan6kan untuk men"itakan ?alue "ust+mer teru)ud dalam hal
di 2aah ini:
•
Pada tahun 1'&' Merati di2a6i dalam dua daerah +erasi yakni
Oerasi MI, Merati Irian ,arat dan MO, Merati Oerasi ,arat
yan6 men"aku (aa 9alimantan Sulaesi dan .usa !en66ara
•
!ahun 1'5<1'8 Merati merintis +erasi 2erskala le2ih 2esar
den6an men6am2il 2a6ian dalam ener2an6an ha)i dan
ener2an6an transmi6rasi Di samin6 itu merati )u6a mem2antu
en6em2an6an ariisata den6an melakukan ener2an6an
2+r+n6an internasi+nal "harter @i6ht misalnya Manila Denasar
men6unakan esaat ,A=<111 dan B+s An6eles<Deasar PP
memakai ,+ein6 0
1.5 ANALISIS KASUS DAN PENYEBAB KEBANGKRUTAN MERPATI AIR LINES
P/ *0+- 2=14 5-/ii &+-- M&'(*i N+-*' Ai'i-& *&'+ &-&'+ &-i &+-/+'-. !+'+-6 i-&'7 &+-- M&'(*i &-i+- &'i ; 0, 0 *+-6 *+-*+*- (&6'- 7i 5&0 &+'+0 '68-. P&-6&-6 & /+ +- &'7, '68- *i/ &-&'i 7i. S&0i- &-6 2==9- (&8i M&'(*i i &'**+ *&*( +(+- 5-*' &+- 55 &'7 .
!&'i +(6 *&0 /i+- +-*+ &+i0- &/- (i i-i 6-i &+i ('5& '&*'+*+'ii /- '&>i*ii /&-- ;' &+- (&i0- - +0,
/i>&*i, 5->&'i +*- &-7/i 0, ('5' K&'7 O(&'i <SKO), /-&-/i'i- - (&'+0-, *&'+ /i /-6 '&*'+*+'ii '+*&. M&i(+- &i*+, '&-;- +-*+ &-0i/+(- &i (i i-i +/0 &-&+i 7- +-*+ '&- '&*'+*+'ii &* /- '&-;- (&-7+- *i/ i &-+-*+--. S&0i- (/ *- 1 F&'+'i 2=14, M&'(*i 0'+ &-+*+( &+'+0 (&-&'-- /i'&-- 0 &+--6- &'+&' /'i &'i 0+*-.
T&'/(* &&'( (&-6& &-'+*- (i &'(*i -*' i-
1. M&&--6 +*- M&'(*i 0i- &-;(i R( ",$ *'ii+-. S&i- *-+-- (/ (&&'i-*0 R( 2 *'ii+-, /i +' (7, (i i-i 7+ (+-6 +*- &(/ 2= !UMN /- &&'( (i0 8*. :+*-90+*- *&'&+* 0 *+-6 /i&-'&- M&'(*i &+ &6'- 0+*--6 &(/ P&'*i- &&' R(. =.===.===.===. :+*- *&'&+* &'+(- ++i /'i (55 &&' 2$=.===.===.=== /- i-6 /0 +- /- /&-/ 6- /i&-- P&'*i- &(/ M&'(*i '&- &+ &6' >*+' 6- +/0 /i(i /- &&8*i * 8*+ 6- +/0 /i*&-*+- 5&0 P&'*i-.
2. I-*&'- -7&&- 6- +'+ &-7/i (&-6& +* &*&'(+'+- &'(*i. D &-7-- (&'+0-, -7&&- *i/ &i ('i-i( &0*i90*i- /-*&'7/i (&-60+-- 8&8&--. S&i- i*+ *i/ /-6 (&'&-;-- &-6&--&' &-i &'+i- 0i- 2 *'ii+-. !&&'( i-/ii +'--6 (&'&-;-- (/ (i *&'&+* -*' i-
• P&'+0- &+- i-i /&-- i*' i-i 6- &-+-*+-- i*' i-i /- /ii-/ii- +-*+ &(&-*i-- ('i/i *+ 55--, ;5-*50 &-6&8- &i- /- 0-' /i 80 0' (55 ('5/+i 6- +/0 /i*&*(-.
• P&-&5- &* &'0' 6- +'+ /- *i/ &iii (5 / &-7i-5-*i-+i* 5(&'i5- *9* ('5/+i i* /'i (ii* -7&&- 6- '&-/0.
• P&--*- -5* -7&&- 6- *i/ &(&'*i-- (ii* &0i- &- 6- /i*+(+- &(/ 6- &'-+*- *i/ /(* /i-- &+i -0.
• K&i7-9&i7- 6- /i&+'- -* &'+i- (&'+0- &(&'*i double up lift /- (&6'- & vendor *+ supplier *&'*&-*+.
• P&--*- (&7* &*i-* /i'&*+' <associate directors) *i/ &+i /&--*+'- 6- &'+. P/ 8-6 7+0 /i'&*+' /i+'-i / '- &?ii&-iB -+- &-6*--6 0 &'*0.
• P&6'- *+-7-- ('5?&i (i5* *&'0/( /i'&i /- 5i'i PT M&'(*i N+-*' Ai'i-& <P&'&'5), &/-- &-+'+* P&'*+'- M&-*&'i !UMN N55' PER9=$M!U2=1= *&-*- P&/5- P&-&*(- P&-0i- Di'&i,
D&8- K5i'i /- D&8- P&-8 !UMN, *i/ &'0 +-*+ &(&'5&0-6B (i /i*0 5-/ii (&'+0- &/- *&'(+'+.
3. A/-6 *i-/- 5'+(i 5&0 Di'+* PT M&'(*i N+-*' Ai'i-&, :5*i N-. I *&'+*i &'0 &+- 5'+(i &8 2 (&8* !5&i- $3$94== /- $3$9==. !&'/'- P+*+- MA N55' 41$ KPi/.S+2=14 *- $ M&i 2=14 T&'(i/- /i>5-i /&-- (i/- (&-7' & 4 *0+- /- &6' -*i '+i R( 2== J+* +i/&' " +-.
4. L&0-6 (&i-- /- (&-8- 5&0 K+ P&&- S0K&&-*&'i-!UMN). M&-*&'i !UMN &+ K+ P&&- S0 *i/ &-7-- ?+-i (&i-- /- (&-8- *&'0/( PT M&'(*i N+-*' Ai'i-& <P&'&'5) '&-
&7 *0+- 1%%# (&'+0- +/0 +i &'+i /- -ii &'+i- &i- &'*0 0i- * i-i *5* 0+*- (&' 31 J-+'i 2=14 &&' $,"4$ *'ii+-.
. P&&'0&-*i- (5- >*+' *+ 0- ' 5&0 P&'*i- <P&'&'5) &-6&- &'(*i *i/ /(* &'5(&'i. P/ 1 J-+'i 2=14, P&'*i- &+*+- +-*+ 0-6 &-&'i (&&i- *+-i /'i M&'(*i. S&, (i M&'(*i *&0 &iii *+-- +*- >*+' &-;(i R( 1" ii' &(/ P&'*i-.
". M(i &'(*i *i/ (+ &6' +- &8 (&8*. S&0i- /+ (&8* &'(*i *i(& !5&i- $3$ /i*'i 5&0 &5'.
$. P&-?*- &* ('5/+*i? *i/ /i+- /&-- i, 0 i-i /(* /ii0* /'i
• Merpati Maintenance Facility <MMF) /- Merpati Training Centre <MTC) 6- &iii ?ii* /- SDM 6- i *i/ /i&5 &;' ('5?&i5- &0i- *i/ i &-7/i +&' (&+- &+-- i (&'+0-.
• P&8* C9212 /- D:C9" <Twin Otter ) 6- &iii (' /&-- (&'5&0-*i-i *i/ /i&'/6- &;' i &0i- &* 6- ('5/+*i? 0-6 3= (&'&-.
• P&8* MA9"= &i (&8* 6- * i-i i0 / Grace eriode 6- /i0'(- /(* &-7/i *+- (+-+- (&'+0- 0 &-7/i &- (&'+0- '&- &0-/- (&8* *i/ &+i -*' 5-*' /- &-6*-. Supporting /'i (i0 manufacturer <Xi-) *i/ 5(*i / 0 technical advisor! logistic! dan warranty component"
#. K&0- (&-&5- (/ &>& -7&&-/i'&i /- 5i'i &'* &(+--7&&- 6- +'+ / (&-+- i-i (&-&'--, 6i*+
• L(5'- K&+-- P&'+0- 6- &-+-7+- 5-/ii P&'+0- &i-&+'+ /- &'/( &'0&-*i &'5(&'i < stop operation) i (&'+0-. • P&+*- R&-;- !i-i P&'+0- #Business lan) (i * i-i &+
&&i, / '*i &+ i &6i-- (&&- 0.
• P&-&'(- (5 5(&'i 6- &-6&- i6 5(&'i5- &i0 *i-i /'i (&-/(*- &(&'*i
• P&-&(*- (i5* &i (&7* *'+*+' /i- &'/( *&'0/( &-i- i6 5'-ii, (&-&'(- '5*i crew 6- *i/ 5(*i, /- i0
/i&'+--6 airborne mechanic.
• Base crew 6- *i/ &-+-7+- &?ii&-i &(&'*i base crew D:C, C9212 /-MA9"= i0 /i J'*.
1. DAMPAK KEBANGKRUTAN MERPATI AIR LINES
D&-- -'+*-6 (&'+0- M&'(*i, '+*& (&-&'-- & /&'09/&'0 (+- /i*+*+(. P/0, '+*& (&-&'-- 6- /i*8'- M&'(*i -* &-*+ &-655- &*5' ('i8i*. !-6 8i*8- /5&*i +(+- i- 6- &*-+-7+---6 & &'i *&(* ('i8i* '&- *&'&-/ 0 *'-(5'*i /-55/i.
: i-i *&-*+ &-7/i (++- &' i *&(*9*&(* 8i* /i &'i /&'0. P/0, 7+-6 &*5' ('i8i* &iii &?& (&--/ <multiplier effect ) &(/ i-+-- &i*'-6. T 0-6 *&(* 8i* 6- *&'&- /(-6, -+- 7+ i-/+*'i9i-/+*'i (&-/++- i- 6- /i&'- 5&0 &*5' ('i8i* &(&'*i i'5 (&'7--, (&'05*&-, *&(* &-7+ ;i-/&'*, '&*5'-, *'-(5'*i 5, /-&i-6. L&0-6 i-/+*'i9i-/+*'i i-i (+- 7+ /(* &'/( (/ &-i-*-6 (&--+'-.
D &' 5ii * i-i, &*5' ('i8i* &'+(- i-/+*'i *&'&' /-*&'+* / (&i6- &5-5i 5. I-/+*'i ('i8i* *&'+*i & /'i 'ii 5. S* (&'&5-5i- 5 *&'+'+, (&'*++0- ('i8i* I-/5-&i *&*( *++0, 0- &&i0i - (&'*++0- &5-5i -i5-.
P/0 /i *0+- 6- /&-- *0+- * /i*+*+(-6 M&'(*i, &*5' ('i8i* &/- &'/ / 5-/ii i. P&'*++0- i-/+*'i ('i8i* /i I-/5-&i *0+- 2=14 &-;(i %,3% (&'&- &i0 *i-i /'i *0+- &&+-6. A- i*+ /i * (&'*++0-&5-5i -i5- 6- &-;(i ,$ (&'&-. S&0'+-6 - *&'&+* i &i0 *i-i i (i *i/ / &-/ (&-+*+(- '+*& (&-&'-- & /&'09/&'0 6- /i&/i- 5&0 M&'(*i.
1.! REKOMENDASI STRATEGI
J. D>i/ :+-&' T05 L. W0&&&- / ++-6 Mana$emen Strategis &-*- 08 *'*&i &-&-*+- 2 0, 6i*+ <1) 5'i&-*i (&'+0-*&'0/( (&'*++0-, /- <2) i-/+*'i *+ (' 6- - /i+i. D i-*&'-, (&'+0- 0'+ (+ &i- +&' /6 6- / +-*+ &8+7+/- *+7+- (&'+0- i*+ &-/i'i. S&/-- / &*&'-, (&'+0- 0'+ (+ &'i- i
/- i-/+*'i &7&-i +(+- 6- &'&/ &i +0 &(&'*0-- (&'+0-. !&'i+* '&5&-/i *'*&i 6- /(* /i+- 5&0 PT M&'(*i N+-*' Ai'i-&
1. S*'*&i K5'(5'i .
P&'*++0-1) M&-i-*- (&-&5- (&'+0- 0++-6 / i/- -7&&- /&-- i*& (&-&-/i -7&&- 6- i.
2) M&-i-*- &(&';6- *&'0/( (&'+0- /&-- &-+-7+-*'&- (5i*i? / &i*- (&'+0-, &-i- (&'+0-, 0i- (&-8'- i->&*i 6- &-'i.
. S*ii*
1) M&(&'*0-- >ii /- ii &'* *+7+- (&'+0- 6- *&0 &+i &i &+0 (i (&-&'--.
2) M&(&'*0-- *+7+- (/ /&*i-i9/&*i-i *&'(&55 <&/&'0-) 6- &-7/i ;i'i 0 /'i (i i-i.
;.
P&-+'--1) M&-+'-i '68- 6- *i/ /(* &-*+ &7+- *+ 0- &'+i- &0i-
(&'+0-&i0 &?ii&-.
2) M&-+'-i &0-9&0- *&-i / 5(&'i5- &(&'*i &*&'*- (&-&'--.
2. S*'*&i <!&'i-) !i-i . K55(&'*i?
1) !&&'7 /&-- (&'+0- &7&-i / &-*+ +iii *+(+- &'&' +- &-*+ (&-6&&i- (&'0-
/&--2) !&&'7 /&-- (&'+0- 6- &-+-7- (&'+0- &(&'*i +((i&' (&8* *&'- 0i- (&-7+ 7 *i&* (&8* /&--*+7+- +-*+ &-i-*- 7-+- (&'+0- ' &i0 &?&*i? /- &?ii&- <i-*&'i >&'*i).
. K5(&*i*i?
1) M&(&'+* /6 i- -*' (i (&-&'-- /&-- (&-8'- ('5/+ 6- &-'i 5-+&-.
2) M&-i-*- &+-+- 5(&*i*i? (&'+0- 6- /&?&'&-ii /&-- 7-+- &'i- 6- +.
3. S*'*&i F+-i5- .
P&'-1) M&-i-*- ('55i 6- + &i 78- - i+9i+ +'+ *&-*- (&'+0-.
2) M&-i-*- (&-7+- &;' '&i? /&-- &'?5+ (/ ('5/+9 ('5/+ /&-- -ii *i-i <-6 (&'i-*-).
3) M&-+0 i+9i+ -&*i? *&'0/( (&'+0- /&-- image (&'+0- 6- i &0i- &-i-*- &(&';6- 5-+&-. .
K&+--1) M&-+/i* &+-- (&'+0- i / 0 (&+- +(+- (&-&+'- &i +(6 &?&*i>i* /- &?&i&-i (&'+0- /&-- -*+- (i09(i0 *&'i* &(&'*i !PK 7i /i(&'+-.
2) M&-i-*- (&'5/- &*i &/- 'ii &i -i- &' &0i- /(* &-6&&i- (&'0- 6- &+*+0- i6.
;. O(&'i
1) M&-i-*- (&6-- 6- &-'i /- +-i &0i- 5-+&-&' -* (+ - (&6-- 6- /i&'i-.
2) M&&i (&8* /&-- 0' 6- 87' /- *&'0i-/' /'i 5'+(i &0i- &-+-*+-- i (&'+0-.
3) M&(&'-6 (&-&'-- (/ /&*i-i 6- -6 (&'i-*- ('-6 /- &-+'-i (&-&'-- 6- +'- (&'i-*--6. /. S+&' D6 M-+i
1) M&-i-*- &?&*i?i* /- &?ii&-i i-&'7 SDM /&-- (&&-0- +/6 5'-ii 6- /.
2) M&-i-*- ('&ii *&'0/( '68- &(&'*i / *i-* +(07i *+(+- (&'0*i- -+- *&'0/( '68- i*+ &-/i'i. 3) M&-i-*- +i* SDM +-*+ &'i- /&-- 5(&*i*5'
i-&+i (&*i0-9(&*i0-.
1." KESIMPULAN
P/ *- 1 F&'+'i 2=14, M&'(*i 0'+ &-+*+( &+'+0 (&-&'--/i'&-- i-&'7 &+-- 6- *&'+ &+'+. P&-6& +* &-'+*-(i i-i /0 &&--6 +*- M&'(*i 0i- &-;(i R( ",$ *'ii+-. &(/ 2= !UMN /- &&'( (i0 8*.
I-*&'- -7&&- 6- +'+ / &-7-- (&'+0-, *&'7/i-6 (&-60+-- 8&8&--, &'* *i/ /-6 (&'&-;-- &-6&- M&'(*i 0'+ &-i -6 &'+i-. T+-*+*- (&6'- 7i 5&0 &+'+0 '68-, (&&'0&-*i- (5- >*+' *+ 0- ' 5&0 P&'*i- <P&'&'5), &'* (&-+*+(-&i- -*5' ;- /i /&'09/&'0 &'+(- &&'( i-/ii &-'+*- M&'(*i Ai' Li-&.
Di*+*+(-6 M&'(*i Ai' Li-& &i (i +/' 6- &-0++-- *&(*9 *&(* *&'(&-;i &-6&- &'+'--6 (&-&'i- /&>i /'i &*5' ('i8i*. P/0 &*5' ('i8i* /(* &-0i- (&-/(*- 6- +' i i +*+ /&'0 *&'+* (i /i&5 /&-- i.
U-*+ &-*i (&'0- *&'&+* &&'( *'*&i /(* /i*&'(- i &;' i-*&'- +(+- &*&'-. D i-*&'-, (&'+0- 0'+ (+ &i-+&' /6 6- / +-*+ &8+7+/- *+7+- (&'+0- i*+ &-/i'i. S&/-- / &*&'-, (&'+0- 0'+ (+ &'i- i / i-/+*'i &7&-i +(+- 6- &'&/ &i +0 &(&'*0-- (&'+0-.
DAFTAR PUSTAKA
/un6er ( Da?id dan !h+mas B heelen $00' Manajemen Strategis
(akarta: Andi Pu2lished
0**(888.;'i/.;5/5;22$3"=4=!+i-&9P-9M&'(*i9Ai'i-&
diakses tan66al
3 Aril $01&
htt:CC6ema<nurani"+mC$014C0Ck+mis<i?<merati<2an6krut<karena<
human<err+rC diakses tan66al 3 Aril $01&
0**(i/.8ii(&/i.5'8iiM&'(*iHN+-*'HAi'i-&
diakses tan66al 3 Aril
$01&
0**(-&8.i(+*-".;5'&/2=#21#&7+-9&&+i9*&'(i/-9+95'+(i9&'(*i9 05*i9--
diakses tan66al 3 Aril $01&
0**(888/('.5.i//5&*7&-/5+&-i'59(-9(-9MENJADIKAN9PARIWISATA9 SE!AGAI9SEKTOR9UNGGULAN9PENG:ASIL9DEVISA914334=%42.(/?