Strategi Pemasaran Produk VSAT Kuband Pada Layanan Internet dengan Pendekatan Analisa Five Porters dan Fuzzy SWOT
DOI:
https://doi.org/10.22441/incomtech.v4i2.1130Keywords:
Internet, VSAT, Kuband, Five Porters, Fuzzy SWOTAbstract
Penelitian ini mencoba untuk menganalisa posisi produk Kuband VSAT
pada pasar internet di Indonesia dengan menggunakan analisa Five
Porters dan untuk menentukan pilihan strategi pengembangan
pemasaran produk VSAT Kuband dengan menggunakan analisa Fuzzy
SWOT. Obyek penelitian dilakukan pada PT. X di Indonesia dengan
menggunakan data kuesioner dari tujuh responden yang memiliki
kompetensi di bidang VSAT Kuband. Hasil analisa menggunakan Five
Porters menerangkan bahwa peluang produk VSAT Kuband cukup
kompetitif dengan nilai Middle. Untuk hambatan faktor eksternal
terbesar adalah ancaman dari pesaing (83%) dan ancaman produk
substitusi (57%). Hasil analisia Fuzzy SWOT menempatkan koordinat
matriks SWOT dalam posisi Threats Weakness (-0,64, -1,05) untuk
kondisi Pesimis, dalam posisi Strength Opportunity (1,74, 1,73) untuk
kondisi Kemungkinan dan dalam posisi Strength Opportunity (2,97,
3,08) untuk kondisi optimis. Hasil ini menunjukkan bahwa produk
VSAT Kuband berada dalam kuadran Strength Opportunity (SO). Oleh
karena itu strategi pemasaran yang agresif dengan menggunakan
Kekuatan untuk memanfaatkan Peluang yang ada dapat diterapkan.
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