Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Tanaman Hias Pada Toko Sanggar Pot Bunga Saman Kota Bekasi

Afifah, Galuh Nur (2024) Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Tanaman Hias Pada Toko Sanggar Pot Bunga Saman Kota Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

This research aims to: (1) Determine internal factors and external factors in Sanggar Pot Bunga Saman. (2) Knowing the marketing strategy that can be applied to Sanggar Pot Bunga Saman to increase sales of ornamental plants. The research method used in this research is the case study method. The data analysis used is the analysis of the IFE and EFE matrix analysis, IE Matrix, SWOT matrix, and QSPM matrix. The results of the research showed that based on the IFE and EFE matrix at Sanggar Pot Bunga Saman, the strongest factor is the location of the business premises which is in strategic location and is in an area which is a sales center for ornamental plants. The weaknesses of the business is the lack of marketing activities through E-commerce. The Opportunity for Sanggar Pot Bunga Saman is the ease of reaching the target market for ornamental plants. Threats to Sanggar Pot Bunga Saman include the erratic trend of ornamental plants. The results of the IE matrix analysis show that Sanggar Pot Bunga Saman is in cell 1, namely the position of growth and build. Based on the QSPM analysis, the strategy with the highest score that can be implemented is to utilize technological developments as a promotional medium and expand marketing reach.

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