SWOT ANALYSIS OF DIGITAL MARKETING STRATEGY TO INCREASE EXPORT CARGO VOLUME AT PT. ANGKASA PURA LOGISTICS, SEMARANG BRANCH POST-PANDEMIC

Esa Setia Wiguna, Hally Hanafiah, Rafika Faradhila, Gena Bijaksana, Danie Hayam Mada Chamsudi, Karen Nevia Abigail Ponto

Abstract


This study is a study that uses qualitative methods with the aim of SWOT analyzing marketing Digitalization strategies in order to increase the Volume of export cargo at PT. Angkasa Pura Logistik branch Semarang after the pandemic. The increasing world of exports and imports, this can affect the demand of the Indonesian people in meeting their needs. However, it is known that the value of exports in Indonesia is still low, especially during the COVID-19 pandemic, Indonesia's exports in 2020 decreased compared to the previous year. So with that needed the efforts of facilities and infrastructure that are expected to support these problems. Based on the SWOT analysis of marketing Digitalization in the author's data processing, the company PT. Angkasa Pura Logistik branch Semarang according to the 4K SWOT Diagram is in quadrant 3 position or commonly called the position supporting the Turn-Around strategy, this position can be interpreted that PT. Angkasa Pura Logistik Semarang branch is required to step back from the previous wrong decision, and change the condition of the company which was initially a loss into a profit, and in that position is where the company implements a strategy to improve Weaknesses with the Opportunities the company has.


Keywords


Marketing Digitalization; SWOT; Turn Around strategy; The 4k SWOT Diagram

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DOI: https://doi.org/10.25292/atlr.v1i0.576

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Advances in Transportation and Logistics Research

ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

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