Analisis Kondisi dan Peluang Pasar Jasa Organizer pada Segmen Annual Meeting di Jabodetabek
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Abstract
Penelitian ini bertujuan menganalisis kondisi pasar dan peluang jasa organizer pada segmen annual meeting di Jabodetabek serta merumuskan potensi pengembangan CV Lentra MICE. Metode yang digunakan adalah pendekatan deskriptif dengan dukungan data kuantitatif. Data primer diperoleh melalui kuesioner dan wawancara, sedangkan data sekunder berasal dari data perusahaan dan historis pelaksanaan annual meeting periode 2021–2025. Analisis dilakukan secara deskriptif, segmentasi pasar, market share kompetitor, serta forecasting metode least s quare. Hasil penelitian menunjukkan bahwa pasar organizer corporate memiliki prospek positif, ditandai meningkatnya jumlah annual meeting, tingginya kebutuhan akan penyelenggaraan profesional, serta peluang pada instansi pemerintah dan perusahaan digital. Hasil forecasting menunjukkan tren peningkatan dari 164,2 event pada 2026 menjadi 244,2 pada 2030. CV Lentra MICE diproyeksikan mampu menangani 8 pada 2026 dan meningkat hingga 24 event pada 2030, sehingga memiliki peluang berkembang melalui layanan yang terstruktur dan profesional.
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