Rendra Pratama Ramadhan, . (2026) PERANCANGAN STRATEGI PEMASARAN XYZ KERAMIK BERBASIS BAURAN PEMASARAN (7P) MENGGUNAKAN METODE SWOT DAN AHP. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
XYZ Keramik is a retail store operating in the ceramic floor tile sector. The store currently lacks an optimal marketing strategy, leading to a decline in sales amid intense competition. This highlights the need for a clearer marketing strategy to remain competitive and restore sales growth. This study aims to describe XYZ Keramik’s marketing practices using the 7P marketing mix, analyze the business position in terms of strengths, weaknesses, opportunities, and threats through SWOT analysis supported by IFE and EFE matrices, and determine priority strategies using the AHP method. Data were collected through interviews, observations, and questionnaires involving internal staff and customers. The results show that the internal condition is relatively strong, while the external environment is at a moderate level, making an aggressive strategy most suitable to maximize internal strengths and exploit external opportunities. The prioritized strategies include improving service quality, enhancing employee professionalism, and displaying price labels on each product. The implications of this study emphasize the importance of establishing consistent service standards, improving human resource capabilities, and providing clear price information in order to increase customer trust, accelerate the purchasing process, and support more stable sales growth.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110312047] [Pembimbing 1: Alina Cynthia Dewi] [Pembimbing 2: Yulizar Widiatama] [Penguji 1: Rachman Waluyo] [Penguji 2: Nanang Alamsyah] |
| Uncontrolled Keywords: | 7P marketing mix, SWOT, AHP. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Teknik > Program Studi Teknik Industri (S1) |
| Depositing User: | RENDRA PRATAMA RAMADHAN |
| Date Deposited: | 24 Feb 2026 01:44 |
| Last Modified: | 24 Feb 2026 01:44 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42103 |
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