USULAN STRATEGI PEMASARAN PADA PRODUK TAS RANSEL DI UKM UD.RISSLIN DENGAN METODE SWOT DAN QSPM

The development of business in the era globalization has increased, increasing competition between companies is getting higher, causing to have develop marketing strategies attract consumer interest and maintain continuity face competition. This study uses data processing methods form Strengths, Weaknesses, Opportunities Threats (SWOT) Quantitative Strategic Planning Matrix (QSPM). SWOT used measure internal external conditions, strengths weaknesses made IFE matrix opportunities threats created EFE matrix. first stage weighting, rating calculating weighted value matrices, then formulating a strategy with an Internal External matrix, last choosing alternative using QSPM method which for determining objectively based on key success factors. previously identified external. input make matrices. matching decision QSPM. results showed that were obtained, namely replacing materials relatively cheaper almost same quality compete products from other industries(S9)