Analisis dan Pengembangan Strategi Pemasaran Mobil Bekas dengan Pendekatan SWOT dan QSPM (Studi Kasus: CV. X Pekanbaru)

Authors

  • Dedi Dermawan UMRI
  • Satriardi Satriardi Program Studi Teknik Industri Universitas Muhammadiyah Riau
  • Muhammad Qurthuby Program Studi Teknik Industri Universitas Muhammadiyah Riau
  • Hendri Ali Ardi Universitas Muhammadiyah Riau
  • Denur Denur Universitas Muhammadiyah Riau

DOI:

https://doi.org/10.31004/jutin.v8i2.46749

Keywords:

SWOT, QSPM, Marketing strategy, Strategy priority, IFAS and EFAS factors

Abstract

A competitive used car business  is always about how to manage   marketing to meet today's and tomorrow's market needs With an inventory of over 15 cars of various brands and types, the company serves diverse consumer segments from economy to premium classes.   CV. X Pekanbaru faces serious challenges in its marketing strategy, including high dependence on traditional marketing methods lack of product differentiation, ineffective customer loyalty programs, and suboptimal utilization of customer data. The aim of this research is to analyze and formulate effective marketing strategies for CV.X  Pekanbaru   in facing competition in the used car industry. The methods   used in this study are SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis to identify the company's internal and external  factors,   followed by QSPM (Quantitative Strategic Planning Matrix) to determine strategy priorities.

References

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Published

2025-04-10

How to Cite

Dermawan, D., Satriardi, S., Qurthuby, M., Ardi, H. A., & Denur, D. (2025). Analisis dan Pengembangan Strategi Pemasaran Mobil Bekas dengan Pendekatan SWOT dan QSPM (Studi Kasus: CV. X Pekanbaru). Jurnal Teknik Industri Terintegrasi (JUTIN), 8(2), 2220–2228. https://doi.org/10.31004/jutin.v8i2.46749

Issue

Vol. 8 No. 2 (2025): April

Section

Articles of Research

License

Copyright (c) 2025 Dedi Dermawan, Satriardi Satriardi, Muhammad Qurthuby, Hendri Ali Ardi, Denur Denur

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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