ANALISIS SWOT DALAM BAURAN PEMASARAN PADA TOKO MELATI KOTA PASURUAN

Abstract

Strategi SO (Strengths Opportunities) Toko Melati adalah meningkatkan kualitas bahan produk, memperbarui desain produk mengikuti update fashion terbaru, meningkatkan kerja sama dengan reseller. Dari strategi ST (Strengths Threats) adalah menetapkan harga yang bersaing, mengutamakan kualitas produk, meningkatkan variasi produk yang ditawarkan, memperbarui model dan desain produk secara berkala. Dari strategi WO (Weakness Opportunities) adalah efisiensi dalam perputaran modal, memanfaatkan sosial media sebagai media pemasaran produk, memperbaiki kualitas pelayanan melalui tenaga kerja yang ada, menambah opsi pembayaran. Dan strategi WT (Weakness Threats) adalah menjalin hubungan baik dengan pelanggan, memperhatikan keamanan dan kenyamanan bekerja kepada karyawan, mempelajari dunia usaha yang lebih mendalam secara spesifik. Kata Kunci : Bauran Pemasaran, Analisis SWOT, Matriks SWOT. Abstract Companies must know the strengths and weaknesses of the internal, as well as opportunities and threats from the company's external environment so that they can market their products in the market and if possible, become a market leader. Researchers used this type of qualitative research in this study. The research was conducted at the Melati Shop located on Jl. KH. Wachid Hasyim No.84, Bangilan, Panggungrejo, Pasuruan City, East Java. The discussion in this study is limited to the role of the SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) at the Melati Shop to develop the right strategy for the company. Types and sources of data obtained from primary and secondary data. The data analysis method used in this study is a Qualitative Descriptive Analysis. Based on research done through the SWOT matrix, the results obtained by the Melati Shop SO (Strengths Opportunities) Strategy are improving product quality, updating product designs following the latest fashion updates, increasing collaboration with resellers. The ST (Strengths Threats) strategy is to set competitive prices, prioritize product quality, increase the variety of products offered, update models and design products regularly. The WO (Weakness Opportunities) strategy is efficiency in capital circulation, utilizing social media as product marketing media, improving service quality through existing workforce, adding payment options. And the strategy of WT (Weakness Threats) is to establish good relations with customers, pay attention to the safety and comfort of working with employees, to study the business world more specifically.