SWOT-BASED MARKETING STRATEGY IN INCREASING ONLINE SALES OF HANAMRU IMPORTED RUBBER SHOE SHOP

Abstract

Digitalization is currently growing rapidly in Indonesia. Advances in technology and infrastructure have driven the growth of the digital economy. Likewise in business aspects such as the number of conventional sellers who turn to sellers in online shops. Hanamru is an online shop for imported rubber shoe products that has been established since 2017 but is currently experiencing problems related to the covid 19 pandemic. For this reason, this research was conducted to find out the right business strategy. By analyzing the position of Hanamru's Online shop using SWOT IFAS and EFAS Matrix. Based on the results of IFAS and EFAS management, show that the Hanamru Online shop is in quadrant IV, namely a growth strategy with concentration through horizontal integration, which can be done by expanding market reach such as promoting the Hanamru shoe product, regularly updating the Hanamru shoes and sandal product model, and improving service. with a faster delivery system.