Pemanfaatan Analisis SWOT Dalam Menentukan Strategi Pemasaran Usaha Parfum “Luscious Parfum”

Ayu Kusuma, Tyas Minar and , Muhammad Anas, S.E., M.Si. (2025) Pemanfaatan Analisis SWOT Dalam Menentukan Strategi Pemasaran Usaha Parfum “Luscious Parfum”. Skripsi thesis, Universitas Muhammadiyah Surakarta.

BACA FULLTEXT
[img] PDF (Naskah Publikasi)
NASKAH PUBLIKASI.pdf
Download (287kB)
[img] PDF (Surat Pernyataan Publikasi)
Surat Pernyataan Publikasi.pdf
Restricted to Repository staff only
Download (657kB)
[img] PDF (LoA)
LoA Tyas Minar Ayu Kusuma.pdf
Restricted to Repository staff only
Download (206kB)

Abstract

In today’s competitive business landscape, marketing strategy plays a crucial role in helping businesses sustain and grow. SWOT analysis is a tool used to comprehensively evaluate a business's internal and external conditions. This study aims to formulate an appropriate marketing strategy for a student-led perfume business using the SWOT analysis approach. The perfume business, initiated through the Merdeka Entrepreneurship Program, produces high-quality fragrances using premium raw materials. Throughout its development, the business has faced several challenges, including limited promotional efforts, high production costs, and external threats such as competitors and counterfeit products. This research applies a descriptive qualitative method, utilizing SWOT analysis to identify internal factors (strengths and weaknesses) and external factors (opportunities and threats). The findings suggest several strategic recommendations, including enhancing digital promotion through social media, developing new fragrance variants, maintaining product quality, and implementing competitive pricing strategies. These efforts are expected to help the business expand its market reach and maintain its presence amidst the growing competition in the perfume industry.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Analisis SWOT, Strategi Pemasaran Usaha Prfum, Kewirausahaan Mahasiswa.
Subjects: H Social Sciences > HD Management, Business and Labor > Management > Marketing Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Ekonomi Pembangunan
Depositing User: TYAS MINAR AYU KUSUMA
Date Deposited: 02 Dec 2025 03:17
Last Modified: 02 Dec 2025 03:17
URI: http://eprints.ums.ac.id/id/eprint/139087

Actions (login required)

View Item View Item
UMS ETD-db is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.