Dilawatil Hikmah, Meikol Benned

Penerapan Strategi Pemasaran Dalam Upaya Meningkatkan Minat Pengguna Jasa Pada Usaha Dekorasi Akaya Tent And Décor

Introduction

Penerapan strategi pemasaran dalam upaya meningkatkan minat pengguna jasa pada usaha dekorasi akaya tent and décor. Tingkatkan minat pengguna jasa Akaya Tent and Décor dengan strategi pemasaran digital & Instagram. Analisis SWOT dan strategi W-O meliputi harga, pelatihan SDM, dan promosi digital.

Abstract

Jasa dekorasi pernikahan Akaya Tent and Décor berfokus pada strategi pemasaran digital melalui instagram. Strategi pemasaran yang efektif akan meningkatkan minat pengguna jasa sehingga perlunya mengetahui strategi pemasaran yang tepat melalui analisa SWOT. Penelitian ini bertujuan untuk mengetahui strategi pemasaran, faktor internal, faktor eksternal, dan alternatif strategi pemasaran yang tepat untuk meningkatkan minat pengguna jasa. Metode yang digunakan adalah metode deskriptif kualitatif dengan pendekatan studi kasus melalui teknik observasi, wawancara, dan dokumentasi. Analisis data dilakukan menggunakan pendekatan SWOT yang terdiri dari matriks IFE (Internal Factor Evaluation) dan EFE (External Factor Evaluation). Hasil penelitian menunjukkan kelemahan lebih dominan dibandingkan kekuatan dan peluang lebih dominan dibandingkan ancaman. Dari hasil perhitungan berada pada kuadran III dalam diagram SWOT, yaitu posisi Turnaround, artinya perusahaan sedang menghadapi lebih banyak kelemahan dibandingkan kekuatan serta tekanan eksternal yang cukup tinggi, tetapi juga perusahaan memiliki peluang yang lebih dominan yang dapat dimanfaatkan. Strategi yang tepat diterapkan adalah strategi W–O (Weakness–Opportunities), yaitu melalui pengembangan strategi harga yang bersaing, pelatihan internal guna meningkatkan kualitas SDM, dan optimalisasi promosi digital. Dengan strategi tersebut, perusahaan diharapkan dapat mempertahankan keberlangsungan usaha serta memperkuat daya saing

Review

This paper addresses a highly relevant topic in contemporary business: the application of marketing strategies, specifically digital marketing via Instagram, to enhance customer interest in a wedding decoration service, Akaya Tent and Décor. The research aims to identify effective marketing strategies by leveraging a comprehensive SWOT analysis, considering both internal and external factors. The chosen qualitative descriptive method with a case study approach, utilizing observation, interviews, and documentation, appears well-suited for an in-depth exploration of a specific business context. This initial outline suggests a practical and actionable study, focusing on a pertinent challenge faced by many small and medium-sized enterprises (SMEs) in the service sector. A notable strength of this study lies in its structured analytical framework, employing the IFE (Internal Factor Evaluation) and EFE (External Factor Evaluation) matrices within the SWOT analysis to systematically evaluate the company's position. The findings are particularly insightful, revealing that Akaya Tent and Décor is currently situated in Quadrant III (Turnaround) of the SWOT diagram. This indicates a challenging scenario where weaknesses outweigh strengths, and external pressures are significant, yet crucial opportunities exist that can be leveraged. The identification of this 'Turnaround' position provides a clear strategic direction. Consequently, the paper proposes pertinent Weakness-Opportunity (W-O) strategies: developing competitive pricing, investing in internal HR training to improve service quality, and optimizing digital promotion efforts. These recommendations are practical and directly address the identified strategic quadrant. While the abstract effectively outlines the methodology and key findings, the full paper would benefit from a more detailed discussion on the weighting or criteria used to determine the dominance of weaknesses over strengths and opportunities over threats within the IFE and EFE matrices. Further elaboration on the specific content of the "internal HR training" and "optimization of digital promotion" strategies would also enhance the paper's practical utility, perhaps including examples or specific tools. Despite these potential areas for deeper exploration in the full manuscript, this study offers valuable contributions by providing a systematic approach for SMEs to assess their market position and develop targeted marketing strategies. The clear, actionable recommendations derived from the SWOT analysis offer a practical guide for businesses seeking to enhance their competitiveness and ensure business continuity.

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