YULIANTIN, TITIK (2020) STRATEGI PEMASARAN DALAM UPAYA MENINGKATKAN VOLUME PENJUALAN PRODUK DENGAN MENGGUNAKAN ANALISA SWOT PADA BROTHERS PARFUM, SURABAYA. Other thesis, UPN "VETERAN" JATIM.
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Abstract
The right marketing of a business can provide satisfaction for consumers which will have an impact on continuous repurchases and form customer loyalty. That way the sales volume will continue to increase. Brother Parfume is a perfume business that has been established since 2013. Brother Parfume itself currently has 3 branches. The purpose of this study is to find out and analyze marketing strategies in an effort to increase product sales volume by using SWOT Analysis on Brothers Parfum, Surabaya. This type of research uses descriptive qualitative research in which research is used to provide a systematic description of the situation, problems, phenomena, services. Data collection techniques using indepth interviews (in-depth interviews). And data analysis techniques using SWOT Analysis using IFAS and EFAS matrices Through analysis using IFAS has a total strength value of 1.81 and a weakness of 0.86. And the results of the EFAS analysis have a total opportunity value of 1.70 while a threat of 0.85. The SWOT analysis diagram results show that Brother Perfume is in quadrant 1 (one) that where the situation is very good because there are strengths and opportunities that benefit. For this reason strategy 1 or an aggressive strategy is used that is business development. The results of the Brother Perfume matrix SWOT strategy formulation are dominant in the SO strategy because they have the highest value of 3.51. Keywords: Marketing Strategy, Sales Volume, SWOT Analysis
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 24 May 2021 07:58 | ||||||||
| Last Modified: | 24 May 2021 07:58 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1489 |
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