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All Journal Jurnal Teknologi JENIUS: Jurnal Terapan Teknik Industri Journal Serambi Engineering (JSE) Masyarakat: Jurnal Pengabdian Jurnal Keilmuan dan Aplikasi Teknologi Industri Jurnal Keilmuan dan Aplikasi Teknologi Industri
Naufal Rabbani Sumitra
Universitas Singaperbangsa Karawang
Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Electrical & Electronics Engineering Energy Engineering Environmental Science Industrial & Manufacturing Engineering Mechanical Engineering Transportation Other

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Analysis of the Marketing Strategy for Safety Gloves Using the SWOT Method at PT Prisma Alfath Sejahtera Raesha Bayka Putri; Apid Hapid Maskum; Naufal Rabbani Sumitra
Jurnal Serambi Engineering Vol. 11 No. 3 (2026): Juli 2026
Publisher : Faculty of Engineering, Universitas Serambi Mekkah

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Abstract

Increasing competition in the Personal Protective Equipment (PPE) distribution industry requires companies to develop effective marketing strategies to enhance competitiveness and expand market share. PT Prisma Alfath Sejahtera, a safety glove distributor, faces several challenges, including growing market competition, limited digital marketing implementation, and changing purchasing behavior among industrial customers. This study aimed to formulate an appropriate marketing strategy by identifying the internal and external factors influencing the company's marketing performance. A descriptive qualitative approach was employed using the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis method. Data were collected through direct observation, documentation, market analysis, and a review of relevant literature. The findings indicate that the company's primary strengths include high-quality products, competitive pricing, and responsive customer service, while its main weaknesses are limited digital marketing capabilities and the absence of an integrated customer relationship management system. Externally, increasing demand for Personal Protective Equipment (PPE), industrial expansion, and stricter occupational health and safety regulations provide significant business opportunities despite intense market competition.
Co-Authors Angel Eka Apid Hapid Maksum Apid Hapid Maskum Billy Nugraha Billy Nugraha Boyke Akhmad Duncan Al Aziz Elita Maharani Enita Pasaribu Fadhli Shohibul Wafa Fahriza Nurul Azizah Fransisca Debora Jonathan Christian Nehemiah Kusnadi, Kusnadi Muhamad Naufal Muhammad Farhan Rusdy Setiawan Muhammad Luthfi Aprian Muhammad Rafi Achsan Muhammad Ragil Ramadhan Nadia Fasa Raesha Bayka Putri Rafly Aditya Sofyan Rana Ardila Rahma Risma Fitriani Rizki Achmad Darajatun Sukanta Sutrisno Wahyudin Wahyudin Winarno