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

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Analisis Strategi Pemasaran untuk Meningkatkan Penjualan Produk Ayam Goreng Menggunakan Metode SWOT dan AHP Muhammad, Bima Andreawan; Isharyani, Muriani Emelda; Tosungku, La ode Ahmad Safar
Jurnal Teknik Industri Terintegrasi (JUTIN) Vol. 9 No. 2 (2026): April
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jutin.v9i2.57776

Abstract

Warung Ayam Kalijaga, located in Bontang Utara, is facing declining sales due to an increase in competitors in the fast food industry, with current daily sales ranging from 10 to 15 chickens, compared to 20 to 25 in previous years. The promotional strategies rely heavily on word-of-mouth marketing, which is less effective for reaching a broader market. Therefore, it is necessary to design a marketing strategy based on SWOT analysis and the AHP method. The analysis results indicate an IFE Matrix score of 2.697 and an EFE Matrix score of 2.679, with the Warung positioned in quadrant V, recommending a "Hold and Maintain" strategy. Proposed strategies include market penetration and product development, with the primary focus on social media marketing, followed by optimizing production processes and efficient supply chain management.
Co-Authors Isharyani, Muriani Emelda La Ode Ahmad Safar Tosungku, La Ode Ahmad Safar