ANALYSIS OF MARKETING STRATEGIES USING SWOT-AHP IN FINANCIAL MARKET COMPANY DURING PANDEMIC COVID-19 (A CASE STUDY AT PT. VICTORY INTERNATIONAL FUTURES IN JAKARTA)

Abstract

This research was conducted to improve the marketing strategy in PT. Victory International Futures (VIF). Currently, during pandemic covid-19 the amount of people that wants to invest their money in a foreign exchange market in Indonesia are increasing. Business competition in the financial market industry is increasing rapidly, where the competitors are offering lots of promos in order to win the market. In order to survive in the market, PT. Victory International Futures must know the company’s internal and external conditions that can affect the marketing strategy. The selection of this strategy uses SWOT and AHP analysis. SWOT analysis is the identification of various factors systematically to formulate company strategy, while AHP is a multi-criteria decision-making technique, where quantitative and qualitative factors are combined, so that priority ordering, positioning and evaluation of alternatives can be carried out. Based on the results of the internal-external matrix on swot analysis, it can be managed with a good strategy, the general strategy used is to focus on the market opportunity because the score in SWOT is 0.444. Based on PT. VIF, the alternative strategy is many social media platforms can be used as a promotion tool, obtaining the highest final value and based on the 1st ranking with a weight value of 0.201. The result of this research is to maximizing the opportunity factor that has the highest score compare to the others factor in SWOT.