ANALISIS STRATEGI PEMASARAN MENGGUNAKAN SWOT DAN AHP PADA MARUMA COFFE TULUNGAGUNG

Competition among coffee shops in Tulungagung is increasing along with the rising coffee consumption trend and the growing café lifestyle. Maruma Coffee faces several marketing issues, including limited digital promotion, restricted menu variety, and a decline in customer visits. This study aims to formulate an appropriate marketing strategy by applying the SWOT analysis and Analytical Hierarchy Process (AHP) methods. Data were collected through observation, interviews, and questionnaires distributed to three expert respondents. The IFE and EFE analyses generated scores of 2.65 and 2.62, placing Maruma Coffee in the Hold and Maintain strategic position. The SWOT Matrix produced four alternative strategies, and the AHP results showed that the SO (Strength–Opportunity) strategy is the top priority. This strategy focuses on utilizing internal strengths, such as a strategic location and an aesthetic café atmosphere, to capture external opportunities through improved digital marketing and enhanced service offerings. The findings are expected to help Maruma Coffee strengthen its competitiveness and maintain customer loyalty amid growing market competition.