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PENENTUAN STRATEGI PEMASARAN DENGAN MENGGUNAKAN METODE SWOT DAN AHP (Studi Kasus : WJS Tulungagung)

Alim, Mohammad Syahirul (2019) PENENTUAN STRATEGI PEMASARAN DENGAN MENGGUNAKAN METODE SWOT DAN AHP (Studi Kasus : WJS Tulungagung). Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

In the development of individual businesses today there are many companies in the service sector in various middle to upper classes. With these conditions, businesses must compete with their competitors in order to survive and remain the first choice for consumers so that they do not experience bankruptcy or heavy losses. Warung Joss Special abbreviated as WJS is a restaurant that was established in April 2015, located on Jl. Ki Mangun Sarkoro Tulungagung Regency. WJS provides several menus that are in demand by consumers including Original Fried Rice, Mawut Fried Rice, Fried Egg Fried Rice, Sausage Fried Rice, Boiled Noodles and various beverages such as Ice Tea / Warm, Ice Degan. One of the fundamental aspects to keep a company going is to pay attention to the external aspects of the company, especially in terms of how the company markets its products. The theory that is still relevant to be used as a tool for analyzing external situations and comparing them to internal situations is the SWOT (Strength, Weakness, Opportunity, Threat) method. A method that will measure the extent of external conditions and internal conditions of the company. From this SWOT analysis an alternative marketing strategy is obtained which is then processed using the AHP method, which is a decision-making method by compiling a hierarchy, determining priorities and testing the data used with consistency test to find out whether the data used is consistent or not.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201310140311153
Thesis Advisors: Annisa Kesy Garside (0704107401), Teguh Baroto (0708087001)
Keywords: SWOT (Strength, Weakness, Opportunity, Threat), AHP
Subjects: T Technology > T Technology (General)
T Technology > TS Manufactures
Divisions: Faculty of Engineering > Department of Industrial Engineering (26201)
Depositing User: 201310140311153
Date Deposited: 27 Nov 2019 06:22
Last Modified: 27 Nov 2019 06:22
URI : http://eprints.umm.ac.id/id/eprint/57309

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