Strategi Pemasaran untuk Meningkatkan Volume Penjualan pada Toko Busana Muslim Di Faza Collection Mojokerto dengan Menggunakan Analisis SWOT

Abstract

The purpose of this research is to find out the marketing strategy that applies to the store, find out the internal factors and find the right strategy to increase sales by using SWOT analysis at the Faza Collection Store. This type of research is a descriptive qualitative research located at the Faza Collection Store on Jalan Benteng Pancasila, Mojokerto City. The data collection techniques include conducting interviews with shop owners, conducting observations and documentation, then the data is analyzed through SWOT analysis by identifying internal and external factors, then calculating the IFAS (Internal Factor Analysis Strategic) matrix and the EFAS (External Factor) matrix. Strategic Analysis), as well as providing strategic recommendations through the SWOT matrix. The results show that the right strategy to increase sales volume on Muslim clothing at Faza Collection with SWOT analysis is to apply a quadrant I (S-O) strategy known as the aggressive concept, namely how to achieve goals by optimizing strengths to take advantage of opportunities. ). The strategies that can be carried out by Faza Collection are: expanding market share, following groups of Muslim fashion entrepreneurs, and strengthening promotions by displaying the advantages of strategic locations and affordable prices.