ISSN 2087-3336 (Prin.
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TEKNOSAINS: Jurnal Sains.
Teknologi dan Informatika Vol.
No.
2, 2025, page.
http://jurnal.
id/index.
php/tekno https://doi.
org/10.
37373/tekno.
Marketing strategy at UD.
Setya Jati Furniture uses SWOT and AHP methods to increase sales volume Virdyansyah.
Siti Rahayu*.
Hasyrani Windyatri *Pelita Bangsa University.
Bekasi.
Indonesia *Corresponding Author: siti.
rahayu@pelitabangsa.
Submitted: 18/04/2025 Revised: 05/05/2025 Accepted: 22/05/2025 ABSTRACT UD.
Setya Jati Furniture has undergone a significant transformation from a small wooden decoration store into a business unit specializing in furniture sales.
However, the company experienced a decline in sales during the COVID-19 pandemic due to government-imposed lockdowns and public activity restrictions (PPKM).
Additional contributing factors included limited promotional activities, incomplete product catalogs, and inefficient order processing.
Furthermore, the company had not previously implemented a business development strategy focused on increasing sales volume.
To address these issues, this study employed SWOT (Strengths.
Weaknesses.
Opportunities, and Threat.
analysis in conjunction with the Analytic Hierarchy Process (AHP) to identify and prioritize effective marketing strategies.
The SWOT analysis revealed that UD.
Setya Jati Furniture is positioned in quadrant I, indicating strong potential for growth.
Based on this position, several strategic recommendations were proposed: maintaining product and service quality, enhancing product differentiation, securing additional capital through low-interest bank loans, expanding to new locations, increasing online promotional efforts, developing a comprehensive price catalog with product utility information, fostering customer loyalty, evaluating inventory levels to manage market fluctuations, optimizing pricing strategies, and innovating product designs in line with industry trends.
Among these, the AHP results identified Auincreasing sales through online promotionAy as the highest-priority strategy, with a score of 0.
The implementation of these strategies is expected to help UD.
Setya Jati Furniture sustains its operations and achieves further growth in the competitive furniture industry.
Keywords: Marketing strategy.
SWOT.
AHP.
INTRODUCTION
Competition in the industrial world is getting fiercer and stronger with many new businesses.
Micro-enterprises in general are very helpful as drivers of the national economy, play an important role in the economic and industrial growth of a village, even a country, and need to continue to change to improve their competitiveness .
Failure to do so can indirectly affect profits and hinder economic To improve market competitive conditions, consumer behavior toward product quality, price, and service must be considered .
UD.
Setya Jati Furniture has grown from just a shop selling wooden decorations to a UD that focuses on selling furniture products.
In its development, it has experienced ups and downs of problems in the furniture retail world.
In 2021, during the COVID-19 pandemic.
UD Setya Jati Furniture experienced a decline in sales.
The main decline in sales occurred due to lockdowns and PPKM by the government, which made the production process in suppliers stop, and also the product distribution process was disrupted.
Some factors causing declining sales include a lack of promotional media, incomplete product catalogs, and long ordering processes.
UD Setya Jati Furniture Company must create good customer satisfaction value.
For this, the manager must make the right decisions and implement the most effective strategies competently and efficiently .
This can be achieved if the TEKNOSAINS: Jurnal Sains.
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ISSN 2087-3336
(Prin.
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300 Virdyansyah.
Siti Rahayu.
Hasyrani Windyatri Marketing strategy at ud.
Setya jati furniture uses swot and ahp methods to increase sales company has the right marketing strategy so that it can increase the number of sales of its products and be able to provide satisfaction to consumers who use these products or services .
SALES AMOUNT FROM 2021-2023
Rp18.
000,00
Rp16.
000,00
Rp14.
000,00
Rp12.
000,00
Rp10.
000,00
Rp8.
000,00
Rp6.
000,00
Rp4.
000,00
Rp2.
000,00
Rp0,00 Jan-Apr May-Agt Sep-Des Rp15.
000,00
Rp17.
000,00
Rp10.
000,00
Jan-Apr Rp13.
000,00
Rp11.
000,00
Rp12.
000,00
May-Agt Rp12.
000,00
Rp10.
000,00
Rp8.
000,00
Sep-Des Figure 1.
Sales chart of UD Setya Jati Furniture Figure 1 UD Setya Jati Furniture is experiencing difficulties where revenue from 2021 to 2023 has not improved and tends to show a decline in sales.
in 2021 the highest sales were IDR 17,000,000, in 2022 the highest sales were IDR 13,000,000, and in 2023 the highest sales were only IDR 12,000,000.
There needs to be a change in both product and service aspects to provide satisfaction for the target market consumers.
Consumer satisfaction is the main priority according to marketing experts because a company must have its characteristics in carrying out the marketing process of a product .
The conventional marketing process is the most widely used, but now digital marketing is more in demand.
Marketing in the digital era creates a dynamic and ever-evolving process, with digital technology and the internet as the main drivers, ranging from email marketing and search engine optimization to social media, mobile marketing, and new technologies such as artificial intelligence and blockchain .
Along with the development of mobile technology, especially with the very high penetration of smartphones, it has changed the view of digital marketing.
Mobile applications, mobilefriendly websites, and location-based marketing have become the essence of marketing strategy .
This research at UD Setya Jati Furniture uses two methods as a reference: the SWOT method and the AHP method are used to obtain alternatives as an appropriate strategy formulation.
SWOT analysis is subjective and relative in importance, stemming from various factors, thus requiring a combination of methods.
Using the AHP (Analytical Hierarchy Proces.
method to address the shortcomings of the SWOT analysis method .
The purpose of determining the marketing strategy in this research is to obtain a marketing strategy design that is suitable for UD Setya Jati Furniture.
Both methods, namely SWOT and AHP, were selected by weighting the alternative criteria as a select strategy formulation to increase sales at UD Setya Jati Furniture.
METHODS
Quantitative research in this study is used in analyzing marketing strategies, with the object of research being the furniture business.
The method used is SWOT analysis by weighting the value, then the results of the analysis are re-analyzed using the AHP method to obtain the most effective strategy that can be used.
The purpose of this study is to determine the right marketing strategy for UD Setya Jati Furniture and obtain the most appropriate alternative marketing strategy using the Analytic Hierarchy Process method.
Previous Research ISSN 2087-3336 (Prin.
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DOI 10.
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Previous research is an activity where research that has been conducted by researchers is compared with the results of research that has been conducted by previous researchers.
Looking at previous research is used to determine the level of similarities and differences in the results of previous research, as well as to determine the strengths and weaknesses of the research being conducted by the researcher in the Table 1.
Author (Yea.
Gilang Nur Akbar1.
Hilmi Aulawi, .
Muhammad Jihad Akbar.
Qurtubi.
Meilinda Fitriani Nur Maghfiroh Shafa Assylla Fachruddin.
Nugraha Irwan Kurniawan.
Febri Prima.
Yopa Eka Prawatya Roberta H.
Tanisri.
Shelly Salima, .
Nugraha Kusuma Ningrat.
Maman Hilman.
Rai Maulana Moh.
Jufriyanto Table 1.
Previous research table Research Name Journal Method Jurnal PISSN:1412-3614.
E- Method SWOT
ISSN:2302-7320 Sekolah and Method
Tinggi Teknologi Garut
AHP
Jurnal Intech Teknik Industri Universitas Serang Raya Vol 8 No 1 Juni 2022 Jurnal Riset Teknik Industri (JRTI) e-ISSN 2798-6.
p-ISSN 28083091 Jurnal Teknik Industri Universitas Tanjungpura.
Volume 7.
No.
1, 2023:
Jurnal Teknik Industri Universitas Pelita Bangsa.
Jurnal Teknik Industri.
Vol.
2022, page 4958 Jurnal Media Teknologi Vol.
08 No.
02 Maret 2022 Universitas Galuh Jurnal Sains.
Teknologi dan Industri.
Vol.
No.
Juni 2021, pp.
ISSN 2407-0939
Method SWOT and QSPM Method SWOT and TOPSIS Method SWOT and AHP Method SWOT and AHP Research Results Companies optimize social media to increase market reach and interaction with Innovative promotions are needed to attract consumers' attention.
Have social media for promotion, interaction, and transactions Creating landmarks and pineapple gardens Leveraging pricing, chemical-free customer loyalty, and creating a product name Selling to new markets with a new system Method AHP and SWOT Method AHP and SWOT Added value to hijab products with fewer The difference between this research and previous studies lies in the research object, which is a trading business with its main product being wood.
The method used is also a combination of the SWOT (Strength.
Weakness.
Opportunity, and Threa.
method, followed by the AHP (Analytical Hierarchy Proces.
as a method to determine the best alternative strategies that can be implemented.
This research was also conducted in a different area with different buyer conditions and environmental conditions, but previous research was used as a reference for the development of this study to obtain the latest results for further development.
Research stages 302 Virdyansyah.
Siti Rahayu.
Hasyrani Windyatri Marketing strategy at ud.
Setya jati furniture uses swot and ahp methods to increase sales The research stage is a series of systematic procedures designed to solve a research problem This process aims to facilitate understanding of the issues being studied, especially in the context of marketing strategy weighting.
In its implementation, researchers identify key problems, collect relevant data, and analyze the information obtained to produce strategic recommendations that can be applied to UD Setya Jati Furniture .
The initial research process involved conducting direct observation and then identifying problems that would be developed with actual data using the SWOT and AHP methods, expected to lead to the target, namely the right marketing strategy for UD Setya Jati Furniture in the Figure 2.
Figure 2.
Research stages at UD Setya Jati Furniture Marketing strategy Marketing strategy is a method to win a sustainable competitive advantage for companies that produce goods or services.
Marketing strategy is one basis used in developing a comprehensive business plan .
It is necessary to determine the right marketing strategy that will have a positive impact on the sales profit expected by the company .
It can be concluded that a marketing strategy is a series of marketing steps taken to meet consumer needs and increase the company's competitive ISSN 2087-3336 (Prin.
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Marketing strategies are aimed at supporting companies to survive in the era of business competition.
Analysis Strengths.
Weaknesses.
Opportunities, and Threats.
According to Irham F, to analyze more deeply about strengths, weaknesses, opportunities, and threats, it is necessary to look at external and internal factors as an important part of the SWOT analysis .
D J Rusmawati explained that in strengths, weaknesses, opportunities, and threats, there are elements that include strengths, weaknesses, opportunities, and threats .
Before determining the results of the matrix using a quantitative model, steps are taken to measure strengths, weaknesses, opportunities, and threats .
In conducting a SWOT analysis, quantitative data obtained by conducting a questionnaire will be calculated using IFAS and EFAS calculations.
Mapping the company's strategy using SWOT analysis, which starts from the company's external and internal Then perform IFAS and EFAS calculations, create quadrants .
artesian graph.
, and IFAS and EFAS calculations .
Analytic hierarchy process The main component of the analytic hierarchy process is a functional hierarchy with input in the form of human perception.
In the analytic hierarchy process method, something complex will be separated into separate groups, which are then organized into a hierarchical form .
Complex problems become much easier to understand through the use of the hierarchy process.
AHP breaks down decision-making problems into several levels in such a way that they form a hierarchy with unidirectional hierarchical relationships between levels .
The analytic hierarchy process uses a pairwise comparison method to select the best alternative.
Alternatives are evaluated sequentially at the lowest level of the hierarchy .
The decision-making process involves making pairwise comparisons between criteria .
Working on the analytic hierarchy process method starts with identifying problems, determining element priorities, synthesizing, measuring consistency, calculating index consistency, calculating consistency ratios, and checking hierarchical consistency .
In this study, researchers used Expert Choice 11 software to analyze the analytic hierarchy process.
AHP
analysis is carried out when the strategy from the SWOT analysis already exists.
Then, a questionnaire is conducted to determine the weight.
The weighting process is then analyzed with software to minimize errors.
Make sure the results of the weighting do not exceed the inconsistency value.
RESULTS AND DISCUSSION
Respondent's data collection process This research processes data in the form of primary data.
Primary data is data obtained directly from individual sources, including interview results or questionnaires .
Primary data for this study is in the form of interview data and sales data containing the marketing process carried out, what media is used, what marketing strategies are used, obstacles faced, market competition in the company's area, and sales results of UD Setya Jati Furniture from 2021-2023.
The process of filling out the respondent questionnaire involved three experts at UD Setya Jati Furniture, namely Mr.
Setyanto.
Mr.
Hanifan, and Purnomo.
Determination of marketing strategy priorities at UD Setya Jati Furniture was carried out using Expert Choice software.
Analysis of strengths, weaknesses, opportunities, threats factors From the results of the interview and observation process that has been carried out by researchers.
Then the results are obtained in the form of indicators to determine strategies based on internal and external factors.
The data collected is then analyzed and formulated into a strengths, weaknesses, opportunities, and threats strategy.
The following are the internal and external factors of UD Setya Jati Furniture, including strengths, weaknesses, opportunities, and threats.
Internal factors C Strengths .
Using good production tools .
Has a large network of distributors 304 Virdyansyah.
Siti Rahayu.
Hasyrani Windyatri Marketing strategy at ud.
Setya jati furniture uses swot and ahp methods to increase sales .
Has an attractive design .
Basic production materials from the best wood .
Timeliness in the delivery process C Weaknesses .
Less spacious location for product display .
Relatively expensive product prices .
Less maintained display area .
Erratic opening hours .
The absence of adequate promotional and advertising facilities .
External Factors C Opportunities .
Furniture's relatively wide market share .
Strategic sales location .
The existence of the TikTok trend as a means of promotion .
Opening branches in other areas .
Already known for the oral marketing system C Threats .
Quite a lot of competitors in the same location .
Instability of product prices from manufacturers .
Obstacles to wood processing during production Internal factor analysis summary matrix and external factor analysis summary matrix The internal factor matrix is a matrix consisting of the strengths and weaknesses that exist within the company.
The external strategic factor matrix is useful for formulating external strategic factors in the form of opportunities and threats by looking at various possible opportunities and threats faced facing competitors.
The IFAS (Internal Factor Analysis Summar.
and EFAS (External Factor Analysis Summar.
matrices consist of columns, weights, rankings, and total values, which are the result of multiplying weights and rankings in Table 2 .
Table 2.
Matrix IFAS and Matrix EFAS UD Setya Jati Furniture Strength
Weights Rating Scores Using good production tools 0,21 0,76 Has a large network of distributors 0,20 0,64 Has an attractive design
0,19
0,57
Basic production materials from the best wood
0,19
0,57
Timeliness in the delivery process
0,21
0,68
Amount
1,00
3,21
Weaknesses Weights Rating Scores Less spacious location for product display
0,21
Relatively expensive product prices 0,20 Less maintained display area
0,23
Erratic opening hours 0,20 The absence of adequate promotional and advertising facilities 0,17 Amount
1,00
Opportunities Weights Furniture's relatively wide market share
0,23
Strategic sales location 0,21 The existence of the TikTok trend as a means of promotion 0,19 0,46 0,47 0,56 0,47 0,48 2,43 Rating Scores 0,69 0,57 0,58 ISSN 2087-3336 (Prin.
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Opening branches in other areas Already known for the oral marketing system
Amount
Threats Quite a lot of competitors in the same location Instability of product prices from manufacturers Obstacles to wood processing during production Amount
0,19
0,18
1,00
Weights 0,36 0,34 0,30 1,00 0,50 0,39 2,74 Rating Scores 0,65 0,68 0,71 2,05 Based on the perspective of internal factors in the table, a deeper understanding of the company's strengths and weaknesses can be obtained.
The internal strength score was recorded at 3.
21, which is relatively higher than the internal weakness score of 2.
This shows that the company has significant internal capabilities to overcome various existing weaknesses.
Thus, these strengths can be used as strategic assets in facing increasingly tight business competition.
The difference between internal strengths and weaknesses of 0.
78 is at a positive value, indicating that the company's internal position is in relatively good condition.
The quadrant position of UD Setya Jati Furniture can be seen in Figure 3, which is in quadrant 1.
Figure 3.
Company position of UD Setya Jati Furniture The position of UD Setya Jati Furniture in quadrant 1 provides convenience in supporting aggressive strategies.
This is a very profitable situation.
UD Setya Jati Furniture can have many opportunities and strengths that can be utilized in developing its business.
Alternative SWOT method strategies The SWOT matrix is used as an analysis tool to identify and formulate various alternative strategies that can be implemented by UD Setya Jati Furniture, by considering all aspects owned, both from internal and external factors of the company.
The following are strategies that are the results of the SWOT analysis:
Strength Opportunity (SO) .
Always maintain product quality and service .
Increase product differentiation by optimizing furniture models and types.
Adding sales capital through bank credit with low interest.
Weakness Opportunity (WO) .
Looking for a new location for expansion so that the display is more adequate .
Increase sales with online promotions .
Create a price catalog with product benefits and utilities Strength Threats (ST) .
Good relations with regular customers to maintain customer reputation in the eyes of 306 Virdyansyah.
Siti Rahayu.
Hasyrani Windyatri Marketing strategy at ud.
Setya jati furniture uses swot and ahp methods to increase sales .
Conduct inventory evaluations to anticipate fluctuating market conditions.
Weakness Threats (WT) .
Make adjustments to product prices and efficiency on unnecessary costs .
Increase competitiveness with product and design innovations following the trends of the Furniture industry AHP Analysis In this AHP analysis, the data used comes from the data generated by the SWOT analysis.
The existing data is then made into a hierarchy to make it easier to analyze.
In this study, the authors also used the help of expert choice software in calculating and analyzing criteria and alternatives.
Figure 4.
Graphic synthesis summary of marketing strategy The results of the questionnaire from respondents provide weighting points for each criterion.
The criteria used are the results of calculations using the SWOT method.
The many proposed strategies, it can be seen based on Figure 4.
The synthesis summary graph, which provides a sequence of priority strategy criteria, namely the criteria "increasing sales with online promotions" with a weight score of 157, "finding new locations for expansion so that displays are more adequate" with a weight score of 134, "always maintaining product quality and service" with a weight score of 0.
127, "increasing competitiveness with product innovation and design following the furniture industry trend" with a weight score of 0.
117, "creating a price catalog accompanied by product benefits and utilities" with a weight score of 0.
111, "relating well with loyal customers to maintain customer reputation in the eyes of consumers" with a weight score of 0.
99, "increasing product differentiation by optimizing Furniture models and types" with a weight score of 0.
92, "conducting inventory evaluations to anticipate fluctuating market conditions" with a weight score of 0.
56, "adjusting product prices and efficiency against unnecessary costs" with a weight score of 0.
56, and the criteria with the least weight "adding sales capital through bank credit with low interest" with a weighting score of 0.
The calculation results with expert choice software have an inconsistency value of 0.
01, which is below the threshold of 0.
1, so the respondent's response is considered consistent and does not require a repeat of the assessment process.
This shows that the calculation results of the AHP method are valid, with the results of the three priority strategy proposal criteria.
The highest criterion is "increasing sales with online promotions" with a weight score of 0.
157, followed by the strategy criterion "finding new locations for expansion so that the display is more adequate" with a weight score of 0.
134 and the strategy criterion "always maintaining product quality and service" with a weight score of 0.
CONCLUSION
Based on the results of the SWOT analysis calculation method at UD Setya Jati Furniture, the results obtained indicate that the position of UD Setya Jati Furniture allows for an aggressive strategy in the SWOT quadrant.
In the SWOT matrix, several proposed strategies are given that can be developed, namely always maintaining product and service quality, increasing product differentiation ISSN 2087-3336 (Prin.
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by optimizing furniture models and types, increasing sales capital through low-interest bank credit, finding new locations for expansion so that displays are more adequate, increasing sales with online promotions, creating price catalogs with product benefits and utilities, establishing good relationships with loyal customers to maintain customer reputation in the eyes of consumers, evaluating inventory to anticipate fluctuating market conditions, adjusting product prices and efficiency against unnecessary costs, increasing competitiveness with innovation and product design that follows furniture industry In the AHP calculation with expert choice, the priority strategy obtained is increasing sales with online promotions, with the highest score of 0.
REFERENCES