📅 11 November 2025
DOI: 10.58192/ebismen.v4i4.3860
Analisis SWOT terhadap Strategi Pemasaran Produk Hanabung pada KSPPS Hanada Quwais Sembada
Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN)
Universitas Maritim AMNI
📄 Abstract
This study aims to analyze the marketing strategy of the Wadiah Savings Product (Hanabung) at KSPPS Hanada Quwais Sembada using a SWOT approach to identify internal strengths, weaknesses, external opportunities, and threats influencing the institution’s marketing performance. The research employs a descriptive quantitative method supported by qualitative data obtained from interviews with five key informants. Data analysis was conducted using the IFE and EFE matrices to evaluate the weight, rating, and score of each strategic factor. The findings indicate that KSPPS Hanada’s major strengths include strong member loyalty, personalized services, and compliance with sharia principles. The main weaknesses are conventional promotional activities, limited marketing human resources, and insufficient digital innovation. Opportunities arise from increasing public awareness of Islamic finance, while threats come from digital financial service competition and low financial literacy levels. With an IFE score of 3.10 and an EFE score of 2.75, the institution is positioned within a growth strategy. The study highlights the need for more innovative and adaptive marketing strategies through digitalization, human resource development, and continuous financial literacy initiatives.
🔖 Keywords
#SWOT; Wadiah Savings; Marketing Strategy; KSPPS
ℹ️ Informasi Publikasi
Tanggal Publikasi
11 November 2025
Volume / Nomor / Tahun
Volume 4, Nomor 4, Tahun 2025
📝 HOW TO CITE
Rahmawati, Safira Aulia; Nurazizah, Khofifah; Cahyani, Agustin Tri; Sulasih, Sulasih, "Analisis SWOT terhadap Strategi Pemasaran Produk Hanabung pada KSPPS Hanada Quwais Sembada," Jurnal Ekonomi, Bisnis dan Manajemen (EBISMEN), vol. 4, no. 4, Nov. 2025.
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