Strategi Pemasaran Guna Meningkatkan Penjualan Pada Toko Elephant Cellular

Abstract

The aim of this research is to determine the appropriate marketing strategy to address shortcomings and increase sales at Elephant Cellular Store. This re-search employs the SWOT analysis method (IFE, EFE, IE, SWOT Matrix) and the QSPM matrix. The type of research conducted is descriptive qualitative. Based on the results of calculations using the IFE matrix, the company obtained a total score of 3.08. A total score above 2.5 indicates that the company's internal position is strong and capable of leveraging its strengths to overcome weakness-es. Furthermore, the IE matrix results show that Elephant Cellular Store is in cell I, which indicates a grow and build strategy. The QSPM matrix analysis results yielded a TAS value of 6.24, with the strategic alternative being that the company should enhance the availability of digital transaction services and innovate digital services to meet the needs of the community.