Strategi Bisnis Usaha Jasa Doorsmeer Dalam Menarik Konsumen (Studi Pada Sabena Doorsmeer di Medan)

Abstract

This research entitled "Car Wash Business Strategy In Consumer Interest". The background of this research is the increasing number of vehicles in the city of Medan, so it is a tremendous opportunity for ”Car Wash” business. Coupled business with the growing carwash services business is currently giving rise to competition in attracting consumers. With the increasing number of competitors, it is necessary to attract more consumers the right business strategy so that the company has Competitive advantages that will attract consumers. In this study aimed to analyze the strategies used by Sabena doorsmeer to attract consumer interest in using his services also to analyze the strengths and weaknesses of the strategies used by Sabena doorsmeer in attracting consumers. Forms of the research used is the descriptive research method with qualitative approach. The data used are primary data and secondary data. Primary data is known through observation and interviews with the main informants and key informants. While secondary data obtained through literature by studying books and thesis related to this research. Data analysis techniques used in this research is SWOT analysis to identify internal and external factors of business, after which these factors have been prepared using the SWOT matrix. Results of the matrix can produce four sets of possible alternative strategies, namely SO, WO, ST and WT. Based on the results of studies using SWOT matrix and SWOT diagrams, it can be known the business Sabena doorsmeer placed in SO quadrant, where the business has been able to harness the full power to take advantage of opportunities as possible. Strategies that can be done to increase consumer interest that improve consumer convenience, Utilizing advances in electronic technology to continuously improve product quality, increase promotion, Increase lounge facilities and Increase Production Capacity.