Marketing Strategy Analysis to Increase Income Using SWOT and Analytical Hierarchy Process (AHP) (Case Study: Sablon Dzain Art)
DOI:
https://doi.org/10.22441/ijiem.v6i1.26449Kata Kunci:
Strategy, Marketing, SWOT matrix, Analytical hierarchy processAbstrak
Dzain Art is a business that offers clothing screen printing services. The development of Dzain Art's business has not been optimal due to its relatively small income. The marketing strategies employed have not been optimal in attracting the market's interest in using clothing printing services. The right marketing strategy will influence potential customers to use the offered clothing printing services, which will have a positive impact on the business's development. Designing a marketing strategy using the SWOT method to formulate strategies that can be applied in marketing clothing printing and the Analytical Hierarchy Process (AHP) method to prioritize the best marketing strategies for Dzain Art. Score of the Internal Factor Evaluation (IFE) Matrix is 3.0118 and the score of the External Factor Evaluation (EFE) Matrix is 2.6765. Dzain Art's position based on the IE Matrix is in Quadrant IV, which indicates that the clothing printing business is in the Growth and Build condition. In Growth and Build position, Dzain Art is suitable for implementing intensive and integrative strategies. The formulation of marketing strategies on the SWOT Matrix produces nine marketing strategies that can be implemented to market clothing printing. The priority order of marketing strategies that Dzain Art can apply in marketing clothing screen printing using the Analytical Hierarchy Process (AHP) method is increasing and expanding collaboration with institutions or communities in providing uniform clothing,second priority is enhancing promotion through social media, and third priority is utilizing digital printing production equipment.Unduhan
Referensi
Badan Pusat Statistik. (2022). Kategori UMKM. Redrieved February 6, 2023, from Badan Pusat Statistik website: https://www.bps.go.id/subject/170/industri-mikro-dan-kecil.html
Cahyadi, F. D., Khakhim, N., & Mardiatno, D. (2018). Integrasi SWOT dan AHP dalam pengelolaan ekosistem mangrove di kawasan wisata bahari gugusan pulau Pari. Jurnal Parawisata Pesona, 3(2), 105-118. https://doi.org/10.26905/jpp.v3i2.2336
Darmawan, D. P. (2018). Analytic network process untuk pengambilan keputusan dalam lingkungan bisnis yang kompleks. Yogyakarta: Expert.
David, F. R. (2009). Strategic Management: concept. New Jersey: Pearson Education.
Elina, M., & Tullah, R, 2021, Analisis Strategi Bisnis Pada PT. Era Global Prioritas Di Bandar Lampung. Jurnal Ilmu Manajemen Saburai, 7(1), 77-92.
https://doi.org/10.24967/jmb.v7i1.1270
Indryana, M dan Utomo, D.S. (2022) Selection Of Promotional Media With The Integration Of AHP Fuzzy And TOPSIS (Case Study In A Study Program). Journal of Industrial Engineering and Halal Industries, 3(1), 35-40.
https://doi.org/10.14421/jiehis.3487
Munthafa, A. E., & Mubarok, H. (2017). Penerapan Metode Analytical Hierarchy Process Dalam Sistem Pendukung Keputusan Penentuan Mahasiswa Berprestasi. Jurnal Siliwangi, 3(2), 192-201. https://doi.org/10.37058/jssainstek.v3i2.355
Noviyanti, G & Astuti, R. D. (2023). Perumusan Strategi Pemasaran Menggunakan Metode Analisis SWOT dan AHP (Studi Kasus: Toko Nurfi, Desa Kepuh Kecamatan Palimanan Kabupaten Cirebon). Jumantara, 2(1), 16-22. http://dx.doi.org/10.28989/jumantara.v2i1.1440
Parhusip, J. (2019). Penerapan Metode Analytical Hierarchy Process (AHP) Pada Desain Sistem Pendukung Keputusan Pemilihan Calon Penerima Bantuan Pangan Non Tunai (BPNT) di Kota Palangka Raya. Jurnal Teknologi Informasi, 13(2), 18-29. https://doi.org/10.47111/jti.v13i2.251
Pratama, A., Tambunan, W., & Sitania, F. D. (2020). Analisis Strategi Pemasaran Jasa Percetakan dengan Menggunakan Metode SWOT dan Analyitc Hierarchy Process. Journal of Industrial and Manufacture Engineering, 4(1), 12-21.
https://doi.org/10.31289/jime.v4i1.2972
Pribadi, D., Saputra, R. A., Hudin, J. M., dan Gunawan, 2020, Sistem Pendukung Keputusan, Graha Ilmu, Yogyakarta.
Putri, J. S. K., & Pulansari, F. (2023). Measurement of Supply Chain Management Performance in the Wood Pellet Industry Using the SCOR Method Based on AHP, OMAX, and Traffic Light System. IJIEM-Indonesian Journal of Industrial Engineering & Management, 4(3), 609-617. https://doi.org/10.22441/ijiem.v4i3.21617
Rangkuti F. (2015). Personal SWOT Analysis:Peluang di Balik Setiap Kesulitan. Jakarta: Gramedia Pustaka Utama.
Rimantho, D., & Sulandri, U. (2022). Analisis pengambilan Keputusan aplikasi metode Analytic Hierarchy Process (AHP). Bogor: PT Penerbit IPB Press.
Satoto, H. F., & Norhabiba, F. (2021). Perencanaan Strategi Pengembangan Usaha dengan Metode Quantitative Strategic Planning MatriksStudi Kasus UD. Intansari Raya. Tiarsie, 18(4), 109-115. https://doi.org/10.32816/tiarsie.v18i4.120
Tjiptono, P. (2019). Pemasaran Jasa: Prinsip, penerapan dan penelitian. Perpustakaan nasional: katalog dalam terbitan.
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
The copyright to this article is transferred to Universitas Mercu Buana (UMB) if and when the article is accepted for publication. The undersigned hereby transfers any and all rights in and to the paper including without limitation all copyrights to UMB. The undersigned hereby represents and warrants that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required. The undersigned represents that he/she has the power and authority to make and execute this assignment.
We declare that:
1. This paper has not been published in the same form elsewhere.
2. It will not be submitted anywhere else for publication prior to acceptance/rejection by this Journal.
3. A copyright permission is obtained for materials published elsewhere and which require this permission for reproduction.
Furthermore, I/We hereby transfer the unlimited rights of publication of the above mentioned paper in whole to UMB. The copyright transfer covers the exclusive right to reproduce and distribute the article, including reprints, translations, photographic reproductions, microform, electronic form (offline, online) or any other reproductions of similar nature.
The corresponding author signs for and accepts responsibility for releasing this material on behalf of any and all co-authors. This agreement is to be signed by at least one of the authors who have obtained the assent of the co-author(s) where applicable. After submission of this agreement signed by the corresponding author, changes of authorship or in the order of the authors listed will not be accepted.
Retained Rights/Terms and Conditions
1. Authors retain all proprietary rights in any process, procedure, or article of manufacture described in the Work.
2. Authors may reproduce or authorize others to reproduce the Work or derivative works for the authors personal use or for company use, provided that the source and the UMB copyright notice are indicated, the copies are not used in any way that implies UMB endorsement of a product or service of any employer, and the copies themselves are not offered for sale.
3. Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
