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Strategi Pemasaran Dalam upaya Meningkatkan Kualitas Pelayanan Jasa Kargo
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PT Aerojasa Cargo is one of the subsidiaries in the business strategy group of the Garuda
Indonesia Group Aerowisata unit which is engaged in transportation, tourism, hospitality,
logistics and flight catering services. Tbk. The method used in this research is descriptive
qualitative using SWOT analysis. Based on the results of the SWOT analysis, the IFE matrix
shows that the strength and weakness factors have a total score of 3.47. This indicates that the
condition is in a very strong internal position. Furthermore, the EFE matrix shows that the
opportunity and threat factors have a total score of 3.14. This indicates that the Cargo Services
business can respond to the opportunities that exist in the right way so as to avoid threats in
the industrial market. The quadrant diagram shows that PT Aero Jasa Cargo is in the Growth
quadrant where the quadrant is in a very favorable condition. The results of the SO strategy,
obtained the strength factor that must be maintained in order to be able to take the existing
opportunities, the ST strategy shows that the company must maximize the strength to overcome
the existing threats, the WO strategy, take advantage of the existing opportunities by
minimizing the company's weaknesses. As well as the WT strategy which requires companies
to be able to minimize weaknesses and avoid threats.
Keywords : Strategy; SWOT Analisys: Service Qulaity
Etgar Ramadhani Pambudi - Personal Name
Sarinah Sihombing - Personal Name
Mustikasari - Personal Name
Siti Nurhayati - Personal Name
Sarinah Sihombing - Personal Name
Mustikasari - Personal Name
Siti Nurhayati - Personal Name
2407-635X
NONE
electronic file
ITL Trisakti
2021
Jakarta
Jurnal Manajemen Bisnis Transportasi dan Logistik Vol. 7 No. 3 Septemnber 2021
https://journal.itltrisakti.ac.id/index.php/jmbtl
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