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All Journal Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS)
Yesi Noti Anggraini
Universitas Dehasen Bengkulu
Humanities Economics, Econometrics & Finance Social Sciences

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ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN KOSMETIK WARDAH DI KOTA BENGKULU Herlin Herlin; Yesi Noti Anggraini; Rina Trisna Yanti
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 3 No. 2 (2020)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (333.437 KB) | DOI: 10.36085/jam-ekis.v3i2.799

Abstract

ABSTRACT The purpose of this research is to find out Wardah cosmetic product marketing strategy in Eljhon 2 Bengkulu. The analytical method used in this study is SWOT analysis (Strength, Weaknesses, Opportunities and Threats), with a total sample of 33 respondents Based on the results of the SWOT analysis using IFAS and EFAS analysis, it is located in the coordinates of the score (20.31: 1.16) and is in quadrant 1 with greater strength and opportunity than weaknesses and threats which support aggressive strategies, where strengths (strengths) worth 28.62 weaknesses worth 18.31 opportunities worth 17.27 and threats valued at 16.11. Quadrant 1, this is a very profitable position so that it can take full advantage of the company's strengths and opportunities.
Co-Authors Herlin Herlin Rina Trisna Yanti