ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN PADA SHOWROOM OMAH MOBIL JEMBER

MOH. RAHIM, ANGGA SAPUTRA (2025) ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN UNTUK MENINGKATKAN VOLUME PENJUALAN PADA SHOWROOM OMAH MOBIL JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This study aims to analyze effective marketing strategies to increase sales volume at Showroom Omah Mobil Jember using the SWOT analysis approach (Strengths, Weaknesses, Opportunities, Threats). The research background lies in the intense competition within the used car business in Jember and the need for appropriate strategies to enhance competitiveness. A descriptive qualitative method was applied, with data collected through observation, interviews, documentation, and questionnaires. The informants consisted of the manager, marketing staff, sales staff, administrative staff, and field staff, totaling 10 peopleThe analysis results indicate that the showroom’s strengths include well-serviced car units before sale, friendly service, a strategic location, and flexible payment options. Weaknesses include limited car variety, suboptimal digital promotion, and a shortage of manpower. Opportunities to be leveraged are the growing demand for private vehicles and regional economic growth, while threats include price competition among other showrooms and rapid changes in consumer trends.The recommended strategies include strengthening digital promotion via social media, improving after-sales service, expanding car models based on market demand, and collaborating with financing institutions. These strategies are expected to maximize internal strengths and external opportunities while addressing weaknesses and threats, ultimately leading to a significant increase in sales. Keywords: Marketing Strategy, SWOT Analysis, Car Showroom, Sales Volume, Omah Mobil Jember.

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: MANAJEMEN-S1
Depositing User: KARIM BUDIONO
Date Deposited: 17 Apr 2026 09:30
Last Modified: 17 Apr 2026 09:30
URI: http://repo.itsm.ac.id/id/eprint/1749

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