Strategi Pemasaran Berbasis Analisis SWOT sebagai Upaya Meningkatkan Jumlah Iklan pada Radio Republik Indonesia (RRI Jember)

The purpose of this study was to find out if IFAS and EFAS would be the strengths, weaknesses, opportunities and threats of RRI Jember. This research uses descriptive research with a qualitative approach, which is a research method used to examine natural subject conditions. based on IE matrix, RRI Jember's position is in quadrant I. From the results of alternative research on corporate strategies that have been obtained by researchers and management, discussing to determine marketing strategies in RRI Jember that are appropriate to the situation and conditions as well as the objectives of RRI Jember. Marketing strategies including market, make broadcast programs more effective and attractive, improve the quality of human resources, increase promotion through social media, foster good relations with clients and make better use of social media. To find out the description of the company's strategy based on IFAS and EFAS formulations in the tables are calculated in the internal and external matrix IE Matrix.
Keywords : Marketing Strategi, IE Matrix, SWOT Matrix.