Analysis Using Internal Factor Evaluation Matrix Case Study at Nat Café & Resto, Bekasi

Central Statistics Agency, Bekasi experienced a population growth rate of 0.91% in 2022, reaching 2,590.3 thousand people—a significant increase from the 0.65% recorded in 2020. Research indicates a significant correlation between population growth and economic development (Yunianto, 2021). This is supported by data from the West Java Tourism and Culture Office, revealing Bekasi as the city with the highest number of restaurants, eateries, and cafes in West Java, totaling 2,752 establishments in 2021, marking a nearly 1,000% growth from 2018 to 2021. The surge in population has stimulated economic growth, particularly in the food and beverage sector, resulting in the emergence of new businesses. However, the intensified competition poses challenges for industry players. This study focuses on Nat Café & Resto, a business operating for over a year in Bekasi. The owner recognizes the necessity of evaluating internal factors to understand current strengths and weaknesses. This research aims to identify and assess the impact of internal factors on Nat Café & Resto's performance. Through interviews and customer satisfaction surveys, key strengths and weaknesses were identified—the paired comparison method weighted factors to create an Internal Factor Evaluation (IFE) matrix. The total IFE score for Nat Café & Resto was 2.684, indicating a relatively robust internal performance. The most influential strengths include offering non-halal dishes with authentic flavors, while the primary weakness revolves around the limited availability of live music, especially on weekends. This research provides valuable insights to help Nat Café & Resto enhance its strengths, address weaknesses, and navigate the competitive landscape of the food and beverage industry.