ANALISIS STRATEGI BAURAN PEMASARAN PADA PT. HAKA INDONUSA LOGISTIK UNTUK MENINGKATKAN PENGGUNAAN JASA FREIGHT FORWARDING

This study aims to analyze the marketing strategy implemented by PT Haka Indonusa Logistik in an effort to increase the number of freight forwarding service users and to formulate appropriate strategies based on the company’s internal and external conditions. The research method employed is a descriptive qualitative approach, with data collected through observation, interviews, and documentation. Data analysis was conducted using the marketing mix method consisting of the 7Ps (product, price, place, promotion, people, process, and physical evidence), followed by a SWOT analysis involving the identification of internal factors (strengths and weaknesses) and external factors (opportunities and threats), which were then formulated into the IFAS and EFAS matrices and the SWOT quadrant diagram. The results indicate that PT Haka Indonusa Logistik is positioned in Quadrant I (growth-oriented strategy), meaning that the company possesses dominant internal strengths and significant external opportunities. The recommended strategy is an aggressive strategy by leveraging service speed and transparency as key value propositions for the industrial market, strengthening customer relationships, optimizing digital promotion, and developing integrated freight forwarding service packages. The implementation of these strategies is expected to enhance the company’s competitiveness and sustainably increase the number of freight forwarding service users.