Analisis SWOT dalam Meningkatkan Kepuasan Pelanggan pada PT Digicraft Media Solution di Bidang Tekstil
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Abstract
Penelitian ini bertujuan untuk menganalisis strategi peningkatan kepuasan pelanggan pada PT Digicraft Media Solution, perusahaan yang bergerak di bidang tekstil khususnya produk custom apparel, dengan menggunakan pendekatan analisis SWOT. Penelitian menggunakan metode kualitatif deskriptif dengan teknik pengumpulan data berupa wawancara semi-terstruktur, observasi, dan dokumentasi terhadap informan yang terdiri dari pelanggan, partner, kompetitor, dan pihak internal perusahaan yang dipilih melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa kepuasan pelanggan sangat dipengaruhi oleh kualitas produk, kewajaran harga, pelayanan yang responsif, komunikasi yang jelas, serta ketepatan waktu penyelesaian pesanan. Berdasarkan matriks SWOT, kekuatan utama perusahaan terletak pada kualitas produk yang baik, kemampuan desain internal, dan pelayanan yang responsif, sedangkan kelemahannya adalah keterbatasan ruang finishing dan kurangnya tenaga quality control cadangan saat terjadi overload pesanan. Peluang yang dapat dimanfaatkan adalah meningkatnya kebutuhan pasar custom apparel, sedangkan ancamannya berupa persaingan harga dan tuntutan waktu pengerjaan yang cepat dari kompetitor. Strategi yang direkomendasikan meliputi penguatan promosi berbasis kualitas produk, perbaikan manajemen antrean dan kapasitas kerja, penguatan nilai produk agar tidak terjebak perang harga murah, serta penyusunan SOP penanganan pesanan dan komunikasi keterlambatan yang transparan
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