Penerapan Strategi Pemasaran SWOT Berbasis E Commerce Untuk Meningkatkan Penjualan (Studi Di Eat Time Food Di Kota Bangil)

Abstract

Abstract

The purpose of this study is to identify strengths, weaknesses, opportunities, and threats, and determine an effective e-commerce marketing strategy based on the results of a SWOT analysis to increase sales. The method used in this study is a qualitative method. Data collection was carried out through interviews, observations, and documentation. The results of this study indicate that Eat Time Food Bangil's strengths include consistent product quality, competitive prices, fast service, and relatively high consumer loyalty. Main weaknesses include limited digital marketing management, still simple promotional content, weak branding, and dependence on third-party applications. Opportunities for Eat Time Food Bangil include changes in people's lifestyles towards digital, promotional support from food delivery platforms, potential collaboration with local influencers, and culinary content trends on social media. However, threats faced include increasingly fierce competition in the digital-based culinary business, fluctuations in raw material prices, negative consumer reviews, changes in social media algorithms, and the size of commission cuts from third-party applications. Effective Marketing Strategy based on the SWOT analysis, the most effective strategy to increase Eat Time Food Bangil's sales is the SO (Strength-Opportunity) strategy, which is leveraging internal strengths to take advantage of external opportunities.

Keywords: Marketing Strategy, SWOT, E-commerce