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All Journal Jurnal Teknik Industri Terintegrasi (JUTIN)
Wirawan, Denny
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Decision Sciences, Operations Research & Management Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering

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Analisis Strategi Pemasaran Sepeda Motor Listrik Menggunakan Metode Quantitative Strategic Planning Matrix (QSPM) Wirawan, Denny; Isharyani, Muriani Emelda; Widada, Dharma
Jurnal Teknik Industri Terintegrasi (JUTIN) Vol. 9 No. 1 (2026): January
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jutin.v9i1.54665

Abstract

National electric motorcycle sales have increased significantly, yet U-Winfly Dua Putra Jaya E-Bike 2 Samarinda has experienced a decline. Based on data from Tirto.id and Liputan Finansial, sales in Indonesia rose from 11,532 units in 2023 to 63,146 units in 2024, an increase of 447%. However, U-Winfly has not achieved its target of 50 units per month. This study aims to identify internal and external factors influencing marketing strategies and to formulate alternative strategies to improve sales. Using the Quantitative Strategic Planning Matrix (QSPM), data were collected through observation, interviews, questionnaires, and documentation from 2023 to 2024. The analysis includes IFE, EFE, SWOT, SPACE, IE, Grand Strategy, and QSPM matrices. Results show IFE and EFE scores of 2.749 and 2.513, respectively. Priority strategies include strengthening social media marketing, developing energy-efficient products, and digitalizing operations to enhance U-Winfly’s market position. 
Co-Authors Isharyani, Muriani Emelda Widada, Dharma