Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS)
Vol. 3 No. 2 (2020)

ANALISIS SWOT DALAM MENENTUKAN STRATEGI PEMASARAN KOSMETIK WARDAH DI KOTA BENGKULU

Herlin Herlin (Universitas Dehasen Bengkulu)
Yesi Noti Anggraini (Universitas Dehasen Bengkulu)
Rina Trisna Yanti (Universitas Dehasen Bengkulu)

Article Info

Publish Date
12 Nov 2020

Abstract

ABSTRACT The purpose of this research is to find out Wardah cosmetic product marketing strategy in Eljhon 2 Bengkulu. The analytical method used in this study is SWOT analysis (Strength, Weaknesses, Opportunities and Threats), with a total sample of 33 respondents Based on the results of the SWOT analysis using IFAS and EFAS analysis, it is located in the coordinates of the score (20.31: 1.16) and is in quadrant 1 with greater strength and opportunity than weaknesses and threats which support aggressive strategies, where strengths (strengths) worth 28.62 weaknesses worth 18.31 opportunities worth 17.27 and threats valued at 16.11. Quadrant 1, this is a very profitable position so that it can take full advantage of the company's strengths and opportunities.

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Journal Info
Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS)
Website

Abbrev

jamekis

Publisher

Universitas Muhammadiyah Bengkulu

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

Focus and Scope JAM-EKIS is a peer-reviewed journal. Ekombis invites academics and researchers who do original research in the fields of economics, management, and accounting, dan Islamic economic including but not limited to: Management Science Marketing Financial management Human Resource ...