PEMILIHAN STRATEGI PEMASARAN JASA PERAWATAN CUCI SEPATU DENGAN METODE SWOT DAN QSPM PADA ACE CLEAN SHOES

This study aims to identify internal and external factors and determine the most appropriate marketing strategy for Ace Clean Shoes using the SWOT analysis and Quantitative Strategic Planning Matrix (QSPM) approach. The data were collected through questionnaires distributed to 8 respondents consisting of the owner, employees, and customers. The analysis was conducted through several stages, including the preparation of the Internal Factor Evaluation (IFE) and External Factor Evaluation (EFE) matrices, SWOT analysis, and strategy prioritization using QSPM.
The results show that Ace Clean Shoes has key strengths in service quality, affordable pricing, friendly service, and a strategic location. However, the company also faces weaknesses in promotion, human resources, service processing time, and digital systems. From the external perspective, significant opportunities arise from market trends, the growth of social media, and lifestyle changes, while major threats include intense competition, competitor pricing, and shifting consumer trends.
Based on the SWOT analysis, the company is positioned in Quadrant I (aggressive), indicating its strong capability to leverage internal strengths to seize external opportunities. Furthermore, the QSPM analysis reveals that the WO (Weakness–Opportunities) strategy is the top priority, with the highest Total Attractiveness Score (TAS) of 6.426. This strategy focuses on improving digital systems and enhancing online promotion to overcome internal weaknesses by utilizing external opportunities. Therefore, implementing this strategy is expected to improve competitiveness, expand market share, and ensure the sustainability of Ace Clean Shoes.