Strategic Position Of Rsia Permata Hati Mataram During Covid 19 With SWOT Analysis Approach

Abstract

The purpose of this study is to formulate the position of business strategy and policy of RSIA Permata Hati Mataram during covid 19 using a SWOT analysis approach (Strength, Weakness, Opportunity, Threat). The IFE (Internal Factor Evaluation) matrix, lists the company's strengths and weaknesses, the EFE (External Factor Evaluation) matrix, which lists the company's opportunities and threats, and the IE (Internal External) matrix, which displays the company's current position, are used in a SWOT analysis. The research approach used is qualitative research with descriptive research type. The informants in this study comprised 20 people: Directors, Deputy Directors, Supervisors, Head of Field, and Section Heads. Data collection in this study is in the form of primary data obtained through interview techniques, and secondary data obtained using documentation studies. This research instrument uses questionnaires and focus group discussions. From the results of the data analysis, a total score of strength factor of 3.8, weakness factor of 3.3, opportunity factor of 3.47, and threat factor of 3.05 was obtained. The average total score on the IFE matrix is 3.57 while the EFE matrix is 3.25 with a positive weighted difference of 0.50 and 0.42. These results put RSIA Permata Hati Mataram in quadrant I, the strategy that must be applied is an aggressive growth strategy because the company's internal conditions are strong and have great business opportunities to grow. The results of this research are expected to contribute to the management of PT. Permata Hati Mataram to assist in the decision-making of the company's current strategic position.