PENGARUH BAURAN PROMOSI TERHADAP DAYA SAING USAHA JASA PANGKAS RAMBUT PASOLLE

Abstract

This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) to the competitiveness of the Pasolle Barbershop business in Tembilahan City. Primary data was collected through closed questionnaires distributed to Pasolle's customers, along with interviews with the business owner. The research also utilized secondary data from relevant journals and articles. The analysis was conducted using SWOT techniques, which involved assessing internal factors (strengths and weaknesses) and external factors (opportunities and threats) to evaluate the business's competitive position.

The findings indicate that service quality, strategic location, and barbering skills are the main strengths supporting Pasolle's competitiveness. However, ineffective promotions and minimal use of digital technology are identified as weaknesses that need to be addressed. On the other hand, there are significant opportunities in increasing public awareness of the importance of appearance and leveraging social media for broader promotion. Intense competition from other barbershops and competitors' superior use of technology pose threats that must be anticipated. In conclusion, to enhance competitiveness, Pasolle must improve its digital promotion strategy and optimize customer loyalty programs.