IMPLEMENTASI SWOT PADA STRATEGI PEMASARAN HYBRID DI PERUSAHAAN UMUM DAERAH PUSPAHASTAMA KABUPATEN PURBALINGGA
Keywords:
Strategi Pemasaran, SWOT, Puspahastama, hybridAbstract
Beras merupakan kebutuhan pokok masyarakat dunia khusunya Indonesia. PERUMDA Puspahastama merupakan perusahaan yang berada di Kabupaten Purbalingga yang bergerak dibidang perdagangan khusunya beras. Strategi pemasaran yang digunakan Puspahastama selama ini mengunakan hybrid (online dan offline), namum belum tercapai secara maksimal. Penelitian ini menggunakan metode kualitatif dengan observasi dan analisis deskritif dengan SWOT. Data diambil dari wawancara Direktur PERUMDA Puspahastama. Hasil dari penelitian mendapati strategi pemasaran hybrid memberikan pengaruh pada hasil penjualan. Strategi pemasaran online yang dilakukan harus diikuti dengan pemberian media yang lebih menarik dan mudah dipahami oleh konsumen. Penjualan secara offline harus meningkatkan pelayanan di sektor distribusi barang. Masing- masing kekurangan mampu diatasi dengan kedua strategi tersebut.
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