STRATEGI PEMASARAN UNIVERSITAS MUHAMMADIYAH METRO

Authors

  • Fitriani Fitri
  • Bambang Suhada Bambang

DOI:

https://doi.org/10.24127/jm.v10i2.109

Abstract

ABSTRAK

 

Universitas Muhammadiyah Metro (UMM) merupakan salah satu Perguruan Tinggi Swasta (PTS) di Provinsi Lampung. Semakin berkembangnya UMM di Lampung menjadikan UMM masuk ke dalam 7 (tujuh) Universitas terbaik di Lampung dari versi Informasi peringkat Webometrics 2015/2016. Tujuan dari penelitian ini (1) Menganalisis faktor lingkungan eksternal dan internal yang menjadi kekuatan, kelemahan, peluang dan ancaman dalam pemasaran UMM, (2) Menyusun Strategi Pemasaran yang tepat bagi UMM. Metode analisis menggunakan analisis SWOT, QSPM dan AHP. Hasil dari analisis SWOT diperoleh, dalam pilihan strategi kombinas S-O dilakukan melalu Market Development Strategy, strategi kombinasi S-T dilakukan dengan Product Development Strategy, strategi kombinasi W-O menggunakan Market Penetration Strategy, dan Strategi kombinasi W-T menggunakan Brand Image Strategy. Dari hasil penentuan prioritas dengan analisis QSPM, dihasilkan prioritas strategi Market Development Strategy (nilai TAS 6,123) dan dari pengolahan hasil analisis AHP didapatkan alternatif tertinggi yaitu strategi Market Development Strategy (nilai PV 0,436) dengan bergitu strategi yang tepat pagi UMM yaitu Market Development Strategy (MDS).

 

Kata Kunci :Manajemen Strategi, Analisis SWOT, QSPM dan AHP

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Vol. 10 No. 2 (2016): November

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