Analisis Strategi Pemasaran Sebagai Upaya Peningkatan Penjualan Pakaian Menggunakan Analitycal Hierarchy Process

Abstract

Alya Clothing Store has been selling clothing products since it was first established in 2020. During 
these two years there have been ups and downs in the process of selling clothing products as an effort 
to make a profit. The evaluation was carried out in 2022 where in that year there was a decline in 
sales which had an impact on the decline in store turnover. This study aims to help the management of 
Alya Clothing Store make the most appropriate marketing strategy in the current situation. The 
method used in this research is to approach Analitycal Hierarchy Process (AHP) analysis. Data 
processing is done by mapping using SWOT analysis, where internal factors (strengths and 
weaknesses) and external factors (opportunities and threats) can be known precisely. Based on the 
SWOT analysis, the Alya Clothing Shop is located in the 4th quarter, namely the diversification 
condition. The four alternative strategies obtained are narrowed down to one strategy with AHP 
analysis, which is to focus on improving service quality in terms of security, environmental cleanliness 
and friendliness of service to visitors.