Analisis Strategi Pemasaran pada Toko Sembako Zhafa  di Kota Batam

Manda Dwipayani Bhastary; Liza Astuti; Eva Silvana; Febri Yuanda; Roy Rico San Antonio

doi:10.64276/ams.v1i2.56

Authors

Manda Dwipayani Bhastary Institut Bisnis InformasiTeknologi dan Bisnis
Liza Astuti Universitas Ibnu Sina
Eva Silvana Universitas Ibnu Sina
Febri Yuanda Universitas Ibnu Sina
Roy Rico San Antonio Universitas Ibnu Sina

DOI:

https://doi.org/10.64276/ams.v1i2.56

Keywords:

Strategi, Pemasaran, SWOT, IFE–EFE, QSPM

Abstract

Penelitian ini menganalisis strategi pemasaran yang diterapkan oleh Toko Zhafa, sebuah usaha ritel yang bergerak di bidang penjualan sembako dan kebutuhan rumah tangga di Kota Batam. Tujuan penelitian adalah untuk mengidentifikasi strategi alternatif yang tepat dalam meningkatkan daya saing serta kinerja bisnis di tengah persaingan ritel yang semakin dinamis. Penelitian ini menggunakan metode deskriptif kualitatif dengan teknik pengumpulan data berupa wawancara, observasi, dan studi dokumentasi. Kerangka analisis penelitian memadukan pendekatan STP (Segmentasi, Targeting, Positioning), bauran pemasaran 4P, analisis SWOT, matriks IFE–EFE, matriks IE, dan QSPM untuk mengevaluasi faktor strategis internal dan eksternal. Hasil penelitian menunjukkan bahwa nilai matriks IFE sebesar 2,90 menandakan kondisi internal usaha yang cukup kuat, sedangkan nilai matriks EFE sebesar 2,98 menunjukkan kemampuan perusahaan yang baik dalam merespons peluang dan ancaman eksternal. Penempatan pada matriks IE menempatkan Toko Zhafa pada kuadran “tumbuh dan berkembang (grow and build)”, sehingga strategi intensif seperti penetrasi pasar, pengembangan pasar, dan pengembangan produk dinilai paling sesuai. Analisis SWOT menghasilkan dua belas strategi alternatif yang kemudian diprioritaskan menggunakan model QSPM. Strategi prioritas utama adalah meningkatkan kerja sama dengan reseller, sekolah, kantin, dan kantor untuk memperluas distribusi produk secara offline sekaligus mengoptimalkan promosi digital dan penjualan online. Temuan ini menegaskan pentingnya integrasi antara strategi pemasaran konvensional dan digital pada usaha ritel berskala kecil dan menengah. Hasil penelitian ini diharapkan dapat memberikan rekomendasi praktis bagi Toko Zhafa maupun UMKM sejenis dalam meningkatkan daya saing dan mencapai pertumbuhan usaha yang berkelanjutan.

Kata kunci: Strategi, , SWOT, IFE–EFE, QSPM.

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