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Anita Handayani
Universitas Muhammadiyah Gresik
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Journal : proceeding umsurabaya

 1 
COST LEADERSHIP PADA PENURUNAN PENDAPATAN SAAT PANDEMI CORONAVIRUS DISEASE- 19 DI RESTORAN GRESIK KOTA BARU Anissah Septyaningrum; Anita Handayani
PROCEEDING UMSURABAYA Prosiding Nasional " Perspektif Digitalisasi, Ekonomi, Dan Bisnis Pasca Pandemi"
Publisher : Universitas Muhammadiyah Surabaya

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Abstract

ABSTRACT The current state of the coronavirus disease-19 pandemic has an impact on business people, especially in the culinary field such as restaurants, especially in Gresik Kota Baru. The impact experienced is a decrease in income. The decline in income makes every restaurant businessman must have a strategy for the future. Cost leadership strategy can be used as one way, namely by keeping costs as low as possible compared to competitors. This cost leadership is reducing costs below its competitors while at the same time still offering adequate value. Research conducted by researchers has limitations, namely only focusing on restaurants located in Gresik Kota Baru (GKB), researchers only explore cost leadership . So that future researchers can explore more scopes of objects in other places and not only focus on cost leadership . This research is a qualitative research with data collection techniques using interviews and informant data collection techniques using snowball sampling. The results of this study indicate that the application of cost leadership in cost advantage is carried out by creating efficiency from competitive prices, minimizing costs to achieve a product value which will later provide benefits for business continuity because increased income makes a business survive to create an opportunity in business.Keywords                    : Cost Leadership; Cost Advantage; Benefits; Revenue ABSTRAK Kondisi pandemi coronavirus disease-19 sekarang ini memberikan dampak bagi pebisnis terutama di bidang kuliner seperti restoran khususnya di Gresik Kota Baru. Dampak yang dialami yaitu adanya penurunan pendapatan. Penurunan pendapatan itu yang menjadikan setiap pebisnis restoran harus mempunyai strategi untuk kedepannya. Cost leadership atau strategi kepemimpinan bisa dijadikan salah cara satu yaitu dengan menekan biaya serendah mungkin dibandingkan dengan para pesaing. Cost leadership atau kepemimpinan biaya ini adalah mengurangi biaya di bawah pesaingnya sementara pada saat yang sama masih menawarkan nilai yang memadai. Penelitian yang dilakukan peneliti memiliki keterbatasan yaitu hanya memfokuskan pada restoran yang berada di Gresik Kota Baru (GKB) saja, peneliti hanya menggali terkaiti cost leadership saja. Sehingga untuk peneliti yang akan datang bisa merambah lebih banyak cakupan objek ditempat lain dan tidak hanya memfokuskan pada cost leadership saja. Penelitian ini merupakan penelitian kualitatif dengan teknik pengumpulan data menggunakan wawancara dan teknik pengambilan data informan menggunakan snowball sampling. Hasil penelitian ini menunjukkan bahwa pengaplikasian cost leadership dalam keunggulan biaya yang dilakukan yaitu terciptanya efisiensi dari harga yang bersaing, meminimalisasikan biaya untuk mencapai suatu nilai produk yang nantinya memberikan manfaat adanya keberlangsungan usaha karena pendapatan yang meningkat menjadikan suatu usaha bisa bertahan untuk menciptakan suatu peluang dalam bisnis.Kata Kunci                  : Cost Leadership; Keunggulan Biaya; Manfaat; Pendapatan
Co-Authors Achmad Davis Endy Pratama Afiatul Musrofah Afifah, Muhimah Agatha, Talitha Hardiyan Ainul Farodisah Aisyatu Rahma Hayati Akhilah Putri Fariyanah Fadiya Hayyah Alkusani, Alkusani Almaida, Lesti Alwiyatun Nisa' Amelia, Imaniar Rizka Amilia Fajrin Ana Malikah Syarifatin Andi Rahmad Rahim Anggi Anjarsari, Tania Anis Zulia Sasmita Anissah Septyaningrum Arifana, Cindy Dwi Ariska Isnaini Putri Arya Setya Nugroho Asiamufidiawati, Isnaeni Dyah Atikotul Fauziyah Ayu rahmawati, Nanda Azzaroh, Firda Dwi Bagas Agung Prasetyo Bagas Hanggara Bahrul Ulum Baitaputra, Moh. Holil Bela Rozalia Bella Ayu Puspita Ningrum Bella Mey Frastista Bilqis Tahta Maulida Candraningrat, Candraningrat Chalimatus Sakdiyah Chaniago, Assifa Salsabilla Deni Yuliatin Dina Dodi Jaya Wardana Eka Martha Yuliatin Ernawati Ernawati Ery Tri Djatmika RWW Esa Safrillah Nur Laila Fansori, Rosihan Faqqihatut Toyyibah Fara Rifdah Faridatul Ulla Fatimatuz Zahroh Fazlur Rahman Rahawarin Firdaus, Achmad Zuhaeri Frastista, Bella Mey Haq, Assyifa Nurul Hasan Hayati Sivak Hikmatus Shobri Nafi’ah Ilham Gresnaidi Ilmia Rahmawati Indah Ayu Isnawati INDAH PUSPITASARI Irma, Dwi Adisa Irmaya Tri Hartanti Jaya Agus Prastyo Jayanti Tri Handayani Jessica Novia Farhen Khakimah, Okky Aliyatul Khusnul Fajriyah Kurnia Dwi Immamah Leriana Trias Handayani Maya Fita Suwahyuni Mei Fita Asri Untari Mohammad Ali Masruri Moyang Waristi Mufidah, Khazimatul Muid.N, Abd.Muid.N Naabilah Surrohmawati Nanda Amalia Nastiti Putri Pertiwi Nazma alaika silma Niswatul Azifah Novita Anggraini Nugroho, Dimas Tri Nur Fauziyah Pertiwi, Nastiti Putri Prianti, Hanna Puji Handayati Putri Rahmah Sari Rafilah Maulidiya Ahmad Rahawarin, Fazlur Rahman Rahmat Agus Santoso Ramadhanti Dwi Novitasari Rikka Ristilestari Ririn Nur Aini Safitri Rizqi, Maulidyah Amalina Roziana Ainul Hidayati Rukhiyatul Jannah Safitri, Ririn Nur Aini Salma Sari, Meyristiana SATRIYAS ILYAS Selfani, Dini Shunhaji, Akhmad Siti Fatimah Siti Lestari Siti Maysaroh Sukaris suratman Syarof, Rizalda Anjach Tania Anggi Anjarsari Utami, Wahyu Putri Vaninda Agustina Varomah Wati Vilantika, Elok Viqka Anggraeni Wahju Wardhana Waristi, Moyang Wasti Reviandani Widiharti Widiharti Wilda Fajriyah Wiyogo, Adinda Putri Yosi Firda Rahmadani Yuyun Istifadah Zahrotun, Nafisah Zamroni Zamroni