Strategi Pemasaran PT TaniHub Indonesia Pasca Pandemi Covd-19

Abstract

The COVID-19 pandemic has had a negative impact on various types of businesses, one of which is e-commerce in the agricultural sector. PT. TaniHub Indonesia is one of the e-commerce in the agricultural sector that has been affected by the COVID-19 pandemic. The purpose of this research is to analyze and identify internal and external factors that influence PT TaniHub Indonesia, so that it can formulate alternative and priority marketing strategies that can be applied by PT Tani Hub Indonesia. The analytical methods used in this research are matriks IFE, matriks EFE, matriks IE dan AHP. Based on the research results, the IFE matrix (3,180), the EFE matrix (3,308), the position of the IE matrix is in cell I with the grow and build strategy. An alternative marketing strategy that is a priority for PT TaniHub Indonesia is to increase effective and efficient promotional activities (0.297).