Integrasi Metode SWOT dan AHP Untuk Merumuskan Strategi Pemasaran (Studi Kasus : PT. Rattan Craft Indonesia)


Author (s)

(1) * Ardi Setiawan   (Program Studi Teknik Industri, Fakultas Teknik, Universitas Muhammadiyah Sidoarjo)  
(2)  Hana Catur Wahyuni   (Program Studi Teknik Industri, Fakultas Teknik, Universitas Muhammadiyah Sidoarjo)  
(*) Corresponding Author


PT.  Rattan Craft  Indonesia  is  the p roducers  of  Wooden  indoor  Furniture.  Rattan Craft  does  not have  the right  marketing strategy  so that  is  th e  reason the level  of sales is  not  on  maximum grade. From the  background above,  the the problem of this research is: 1. How are the good marketing strategy based  on a SWOT method?  2. What a re the good strategy based on AHP. The data analysis in this research  using Metod e analysis Swot and AHP. The results of this research get a value  of  the  respective  weights  by AHP each  criterion ,  namely  the  ad ministration  of  0.057,  0.082  quality, competitive 0.097, 0 .119 raw materials, products already exported 0.151, 0.163 market opportunities, relationships 0.175,  0.156  discipline.  The  conclusion  of  this  study  are:  1.  The  company  utilizes  the  existing  opportunities  by maintaining  good  relations  with  the  relationships  that  the  co mpany's  products  have  been  exported  can  be maintained or even increase exports. 2. The decipline of employees should be more guarded and must be improved so that the company's product quality is maintained.




Marketing Strategy, SWOT Analysis, AHP

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Rangkuti, F. (2009). Analisis SWOT Teknik Membedah Kasus Bisnis. Jakarta: PT. Gramedia Pustaka Utama.

Saaty, T. L. (2013, April). Pengertian Analytic Hierarchy Process (AHP). Retrieved from pengantar penggunaan AHP analitycal:

Setyawan, R. (2015). Penerapan Analisis SWORT Sebagai Landasan Merumuskan Strategi Pemasaran. Yogyakarta: Universitas Muhammadiyah Yogyakarta.

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