Penggunaan Matriks SWOT dan Metode QSPM pada Strategi Pemasaran Jasa Wedding Organizer: Studi Kasus pada UMKM Gosimplywedding Sukabumi
DOI:
https://doi.org/10.30588/jmp.v9i2.516Keywords:
Marketing management, Marketing strategy, QSPM analysis, SWOT analysis, Wedding OrganizerAbstract
Wedding Organizer (WO) is one of the service business sectors to prepare wedding events. Since its establishment in 2015, a Small and Medium Enterprise (SME) namely Gosimplywedding (Gosimply) has not formulated a marketing strategy in line with the condition of the company. This research objective is to measure internal and external company environment scores in determining the position of Gosimply as a business unit of SME to formulate its business strategies. This analysis uses the SWOT (Strength, Weakness, Threat, Opportunity) matrix mapping and QSPM (Quantitative Strategic Planning Matrix) analysis to find out the results of the calculation in the company environment to know what are the strengths, weaknesses, opportunities, and threats faced by the company. In 2019, the QSPM method becomes the most choice to measure the extent of the internal and external strengths of Gosimply to formulate its marketing strategies. The results of this research showed that the final weighting score in the internal analysis is the strength in its organizational flows and the weakness is the character of its human resources. The weighting in the external aspect as the company’s opportunity is the demographic of the people who need its product, while the most company threat is the number of competitors and STP (Segmenting, Targeting, and Positioning) of the product. The integration of the internal and external aspects of the company environment into the SWOT Matrix results in the strategy of growth in the concentration of horizontal integration.References
Bisnis.Tempo.co. (2017). Kinerja 2017, Pelaku ECommerce Bidik Target Fantastis. Bisnis.Tempo.Co. Retrieved from https://bisnis.tempo.co/read/news/2017/02/0%0 A8/090844274/kinerja-2017-pelak.
BKKBN (2018). Ingin Nikah, Harus Perhatikan Usia Ideal. Ini yang Direkomendasikan BKKBN. Retrieved from https://www.bkkbn.go.id/detailpost/ingin-nikah-harus-perhatikan-usia-ideal-ini-yang-direkomendasikan-bkkbn.
David, F. R. (2009). Manajemen Strategi Konsep. Jakarta: Salemba Empat.
Desiana, C., Rochdiani, D., & Pardani, C. (2017). Analisis Saluran Pemasaran Biji Kopi Robusta. Jurnal Ilmiah Mahasiswa Agroinfo Galuh, 4(2), 162–173.
Dharmmesta, B. S. (2014). Peran Pemasaran dalam Perusahaan dan Masyarakat. In Manajemen Pemasaran (pp. 1–38). Universitas Terbuka.
Febriyan, F. (2018). Pengaruh Pemasaran Media Sosial terhadap Brand Awareness pada Produk International (Survei pada Komunitas Xiaomi Indonesia). Jurnal Adminis-trasi Bisnis (JAB), 61(1), 74–79.
Fretes, R. A. De, Purnomo, B., Soenoko, R., & Astuti, M. (2013). Strategi Perencanaan dan Pengembangan Industri Pariwisata dengan Menggunakan Metode SWOT dan QSPM (Studi Kasus Kecamatan Leitimur Selatan Kota Ambon). Jurnal Rekayasa Mesin, 4(2), 109–118.
Ginting, A. (2006). Perumusan Strategi Perusahaan PT X Menggunakan Matriks Evaluasi Faktor. Jurnal Sistem Teknik Industri, 7(1), 1–5.
Hazmi, C., Yogaswara, I. B., & Wulandari, S. (2018). Perumusan Strategi dan Roadmap Strategi Hotel XYZ Menggunakan Pendekatan Quantitative Strategic Planning Matrix (QSPM). E-Proceeding of Engineering, 5(2), 2871–2880.
Hidayah, N., Hufron, M., & Slamet, A. R. (2017). Analisis Penggunaan Metode Quantitative Strategic Planning Matrix (QSPM) untuk Merumuskan Strategi Pemasaran pada Cafe Coklat Klasik Malang. Jurnal Ilmiah Riset Manajemen, 6(6), 55–69.
Karimudin, A. (2017). Indonesia’s Tech Startup Report 2016. Retrieved from https://dailysocial.id/report/post/indonesiastech-startup-report-2016
Mahfud, T., & Mulyani, Y. (2017). Aplikasi Metode QSPM (Quantitative Strategic Planning Matrix) (Studi Kasus: Strategi Peningkatan Mutu Lulusan Studi Tata Boga). Jurnal Sosial Humaniora dan Pendidikan, 1(1), 66–76.
Muhammad, M., & Kusnadi, Y. (2017). Rancang Bangun Sistem Informasi Pemesanan Paket Pernikahan dan Preweding Berbasis Web. Jurnal Teknologi Informatika & Komputer, 4(2), 68–76.
Pazouki, M., Jozi, S., & Ziari, Y. (2017). Strategic Management in Urban Environment Using SWOT and QSPM Model. Global Journal of Environmental Science Management, 3(2), 207–216. DOI: https://doi.org/10.22034/gjesm.2017.03.02.009.
Prastiyo, A., Fathoni, A., & Malik, D. (2018). Strategi Pemasaran Produk Jahe Merah melalui Analisis SWOT pada Perusahaan UD Barokah Ungaran. Journal of Management, 4(4), 1–13.
Prayudi, D. (2018). Strategi Pemasaran pada Pelatihan Public Speaking Quecard Sukabumi. Swabumi, 6(2), 174–183.
Rangkuti, F. (2013). SWOT-Balanced Scorecard. Jakarta: PT Gramedia Pustaka Utama.
Saputro, A. S. & Yulianto, E. (2016). Perencanaan Stratregi Pemasaran Paket Data Kampus dalam Persaingan di Bidang Paket Data Internet (Studi Kasus pada PT Telkomsel Cabang Malang). Jurnal Administrasi Bisnis (JAB), 36(1), 163–169.
Setyorini, H. & Santoso, I. (2016). Analisis Strategi Pemasaran Menggunakan Matriks SWOT dan QSPM (Studi Kasus: Restoran WS Soekarno-Hatta Malang). Jurnal Tekhnologi dan Manajemen Agroindustri, 5(1), 46–53.
Sitorus, B. P., Nursyamsi, I., & Sumardi, S. (2019). Competitive Advantage Strategy of PT Semen Tonasa Using SWOT and QSPM. Hasanuddin Journal of Business Strategy, 1(1), 44-56.
Sudarsono, N. & Sumandani, R. (2020). Sistem Informasi E-Marketplace “Vendorsland” bagi Penyedia Event dan Wedding Organizer (Studi Kasus Wedding Organizer Kota Tasikmalaya). Voice of Informatics, 1(9), 57–68.
Tjiptono, F. (2012). Pemasaran Strategik. Yogyakarta: Andi Offset.
Wahyuningsih, S. (2009). Peranan UKM dalam Perekonomian Indonesia. Mediagro, 5(1), 1–14.
Yunus, E. (2016). Manajemen Strategis. Yogyakarta: CV Andi Offset.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with Jurnal Maksipreneur agree to the following terms:
Authors retain copyright and grant the Jurnal Maksipreneur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Maksipreneur.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Maksipreneur. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
