Strategi Pemasaran Bawang Goreng Di Era Digitalisasi Pada Industri Bintang Surayyah Di Kota Palu

ABSTRACT

This study aims to identify internal and external environmental factors, formulate a marketing strategy using the SWOT analysis method. The research was carried out in the "Bintang Surayyah" Industry, Jalan Djaelangkara No. 6, West Palu District in Palu City in April – June 2022. Respondents taken in this study consisted of 7 people, namely 1 leader, 2 employees, 3 consumers, and 1 competitor. The analysis used is SWOT analysis. The results of this study are the results of the analysis of the internal strategy factor matrix (IFAS)‚ the strategic factor that is the strength for Bintang Surayyah is to utilize a strategic location (1.96). Meanwhile, the strategic factor which is a weakness for Bintang Surayyah is that the production equipment is still less efficient (0.96). The results of the analysis of the external strategic factor matrix (EFAS)‚ the strategic factors that are opportunities for Surayyah stars are many regular customers (1,32). Meanwhile, the strategic factor that poses a threat to Bintang Surayyah is similar industry competition (1.68). The results of this study show a SWOT diagram. The marketing strategy of fried onions in the "Bintang Surayyah" industry is in quadrant II, namely in the Strength-Threat (ST) strategy position, namely innovating attractive consumers so as to reduce competition in similar industries.

Keywords: SWOT Analysis, Fried Onions, Bintang Surayyah.