ANALYSIS OF SALES REVENUE IMPROVEMENT STRATEGY FOR PARANG (A TYPE OF TRADITIONAL INDONESIAN WEAPON) USING SWOT AND AHP METHODS.
Determining Strategy Using the SWOT Method
Keywords:
Blacksmith Businessman In Halmet Talwa, Machete, SWOT, Analytical Hierarchy Process (AHP)Abstract
The Talwa hamlet blacksmith business group is an MSME engaged in the blacksmith business which is located in the Moyo Hulu sub-district of Talwa Hamlet. The problem that occurs is the fluctuation in sales of machetes produced every month is not stable because there are many similar business actors. In this study data collection was carried out by means of observation and interviews with owners and respondents needed for internal and external factors where 5 internal respondents and 100 external respondents were sampled in this study. The purpose of this study was to find out what strategies were chosen so as to increase sales turnover at the blacksmith business group in Talwa Hamlet. Based on the results of the IFAS and EFAS SWOT analysis, the values were 1.885 and 1.038. Thus the results include a favorable position or, the company faces several opportunities and has various strengths. The final stage of this research is the selection of the 3 strategies chosen to be applied to the Talwa blacksmith business group using AHP, so that the first strategy is obtained, namely maintaining product quality, product variety and product appearance and conducting promotions on social media. media with a weight of 0.643, the second strategy extends the range of product promotion to the target market with a weight of 0.153, the third strategy provides commissions to agents as well as attractive discounts and special offers to consumers with good quality in the market with a weight of 0.129.
