Track: e-Business/e-Service/e-Commerce

Abstract

The purpose of this study is to find out the factors that influence marketing strategies by using the Strength Opportunity Aspiration Result (SOAR) matrix analysis and the Analytical Hierarchy Process (AHP). This method would apply at Mie Rajawali Business, one type of business that produces various types of noodles. The problem that occurs in this business is the decline in sales and the presence of competitors. This is due to several uncontrollable factors, such as the Covid-19 pandemic that has occurred globally which has shaken Indonesia's economic stability and many businesses that have experienced sales cash flow problems including the Mie Rajawali business. Soar matrix analysis consists of SA, OA, SR and OR. AHP is a method that can produce alternative options to speed up the decision-making process. Based on the calculations that have been done, the score obtained from the IFE matrix, which is 3.84 while the total score of the EFE matrix is 3.49. Where the result of the IE matrix is in cell, I called the Grow and Build cell where this cell is a growth and development strategy. Based on the calculation of the AHP method that has been carried out, the selected alternative strategy is obtained, namely the SA strategy with a value of 0.49.