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All Journal RESLAJ: Religion Education Social Laa Roiba Journal
Taradiva Adisty
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Religion Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Analisis Strategi Pemasaran dalam Meningkatkan Omzet Penjualan pada Usaha Apotek Aditara 2 Surabaya Taradiva Adisty; Budi Prabowo
Reslaj: Religion Education Social Laa Roiba Journal Vol. 6 No. 4 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i4.1371

Abstract

The purpose of this research is to analyze and understand the implementation of the best marketing strategies at Apotek Aditara 2 in Surabaya. This research employs a descriptive method with a qualitative approach implemented through SWOT analysis and data collection techniques involving in-depth interviews, observations, and documentation related to the 7P marketing strategy, namely product, place, price, promotion, people, process, and physical evidence. The IFAS and EFAS analyses indicate a strength score of 2.23 and a weakness score of 0.77. Meanwhile, the EFAS results show an opportunity score of 2.56 and a threat score of 0.72. Based on the SWOT Analysis diagram, Apotek Aditara 2 is positioned in quadrant 1, applying an aggressive strategy by leveraging its strengths and opportunities. The applicable SO strategy for Apotek Aditara 2 in Surabaya includes maintaining a complete and varied product supply, preserving the cleanliness and tidiness of the pharmacy, sustaining preventive healthcare services, upholding good service provision, and establishing collaborations with health centers and doctor's practices.
Co-Authors Budi Prabowo