Usulan Strategi Pemasaran Menggunakan Metode Strenght, Weaknesses, Opportunities, Threats (SWOT) dan Analytical Hierarchy Process (AHP)
Keywords:
AHP, Beaded Accessories, Marketing Strategy, SWOT, UMKM.Abstract
Competition in the fashion accessories industry compels MSMEs to adopt adaptive marketing strategies. Miraculous Beads, an MSME in Subang, experienced a sales decline of up to 70% due to limited marketing reach and intense market competition. This study aims to formulate and prioritize marketing strategies to boost sales using SWOT analysis and the Analytical Hierarchy Process (AHP). The Internal Factor Evaluation (IFE) matrix yielded a score of 3.10, with unique designs and affordable prices identified as key strengths. The External Factor Evaluation (EFE) resulted in a score of 2.63, highlighting the utilization of online marketplaces as the greatest opportunity. The Internal-External (IE) matrix positioned the business in Quadrant IV, or the "Grow and Build" phase. Based on the AHP synthesis, price and innovation emerged as the most influential criteria (each with a weight of 0.28), followed by quality and promotion. The primary recommended strategy is the use of low-cost online marketplaces (weight: 0.39), followed by competitive pricing, digital promotion optimization, and sales on major marketplaces. Implementing these prioritized strategies is expected to expand market reach and sustainably increase sales revenue.
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