Strategi Bisnis Transportasi Publik Shuttle Bandung-Jakarta Menggunakan Analisis SWOT dan QSPM
DOI:
https://doi.org/10.31294/jab.v6i1.5784Keywords:
Strategi bisnis, Transportasi shuttle, SWOT, QSPM, Strategi Divestasi, Disrupsi transportasiAbstract
Industri transportasi shuttle Bandung–Jakarta menghadapi tekanan akibat meningkatnya persaingan, perubahan pola mobilitas masyarakat, serta hadirnya moda transportasi baru seperti Kereta Cepat Jakarta–Bandung (Whoosh). Meskipun analisis SWOT dan Quantitative Strategic Planning Matrix (QSPM) telah banyak digunakan dalam kajian strategi bisnis, penelitian mengenai formulasi strategi pada perusahaan shuttle yang mengalami disrupsi transportasi masih terbatas. Penelitian ini bertujuan menganalisis faktor internal dan eksternal yang memengaruhi kinerja PT Batara Titian Kencana (Xtrans) serta menentukan strategi prioritas untuk keberlanjutan bisnis perusahaan. Metode penelitian menggunakan pendekatan kualitatif melalui wawancara mendalam, observasi, dan dokumentasi yang dianalisis menggunakan matriks IFE, EFE, SWOT, dan QSPM. Temuan empiris menunjukkan bahwa Xtrans mengalami penurunan kinerja yang ditandai oleh penurunan okupansi penumpang dari 5.672 penumpang pada Triwulan I menjadi 2.101 penumpang pada Triwulan IV tahun 2023, serta berkurangnya cabang aktif dari delapan menjadi dua cabang. Hasil analisis menghasilkan skor IFE sebesar 2,21 dan EFE sebesar 1,693 yang menempatkan perusahaan pada posisi strategi defensif. Analisis QSPM menunjukkan bahwa strategi divestasi merupakan alternatif terbaik dengan nilai Total Attractiveness Score (TAS) sebesar 4,355. Kebaruan penelitian terletak pada penerapan integrasi SWOT–QSPM dalam konteks disrupsi transportasi multimoda untuk mendukung pengambilan keputusan strategis perusahaan shuttle
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