MARKETING STRATEGY FORMULATION AT AHA ATELIER TRADITIONAL CLOTHING RENTAL SHOP (BODO BUGIS-MAKASSAR TRADITIONAL CLOTHING) IN SOPEENG REGENCY THROUGH SWOT ANALYSIS

JEL Classification: M31; L26; M21; Z11; O33.

Abstract

This research is motivated by the increasing competition in the traditional clothing rental business and the importance of formulating an appropriate marketing strategy to increase business competitiveness. This study aims to: (1) determine the internal and external factors that influence the marketing strategy of the AHA Atelier traditional clothing rental business in Soppeng Regency, (2) determine the business's position based on the results of the SWOT analysis, and (3) identify marketing strategies that can be implemented to increase competitiveness and expand market share. This research uses a qualitative approach with data collection techniques through interviews, observation, and documentation. Data analysis was conducted through identifying internal and external factors, compiling a SWOT matrix, and formulating alternative strategies using the TOWS Matrix. The research results show that AHA Atelier's strengths lie in product quality, custom design capabilities, and utilization of social media, with opportunities arising from the growing interest in traditional clothing and the development of digital technology. Based on a SWOT analysis, the business is positioned in Quadrant I (Growth-Oriented Strategy), so the recommended strategy is growth through collection development, digital marketing intensification, market expansion, and strengthening operational systems to support business sustainability.