PENENTUAN STRATEGI PEMASARAN PADA TOKO CUCI SEPATU MENGGUNAKAN METODE SWOT & ANP (STUDI KASUS : INSPIRASINEE SHOES AND CARE)

This study aims to determine the appropriate marketing strategy for SME Inspirasinee Shoes and Care in Malang City using the SWOT and ANP methods. The SWOT method was applied to identify internal factors (strengths and weaknesses) and external factors (opportunities and threats) influencing the company’s marketing strategy. Subsequently, the Analytic Network Process (ANP) method was used to prioritize strategic alternatives based on the interdependence among the identified factors.Data were collected through questionnaires distributed to 55 respondents consisting of customers and internal staff, as well as in-depth interviews with the management. The analysis results indicate that the SME is positioned in Quadrant II (Grow and Build) of the IFE and EFE matrix, suggesting the implementation of growth strategies such as product development and market penetration. Based on ANP weighting, the highest-priority strategy is the WT (Weakness–Threat) strategy with a weight value of 0.30560, which focuses on improving operational efficiency by adding automatic cleaning machines and developing innovative products to reduce costs and increase competitiveness.The results of this research are expected to serve as a guideline for SMEs in formulating effective marketing strategies and as a reference for future studies on the integration of the SWOT–ANP methods in the service sector.