Penerapan Analisis SWOT Sebagai Landasan Merumuskan Strategi Pemasaran Usaha Jasa Sewa Mobil “AMAN-AMIN” Transport Tours and Travel Ambarketawang Sleman Yogyakarta

This study aims to: 1) investigate a company’s internal factors (strengths and weaknesses) as considerations to determine company policies, 2) investigate a company’s external factors (opportunities and threats) as considerations to determine marketing strategies in the future, and 3) determine marketing strategy policies based on SWOT analysis.The design in the study was ex post facto. The study described actual phenomena occurring in the field. It was conducted at the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang, Sleman, Yogyakarta. The research subjects were the company owner and employees of the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang. The research instrument belonged to the one shoot case study design and was administered to 21 activity doers at the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang. The validity was assessed by Pearson’s product moment correlation technique and the reliability by Cronbach’s Alpha formula. To investigate the employed marketing strategies, SWOT analysis was carried out.The results of the study show that the internal factors at the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang, Sleman, Yogyakarta, have a score of 3.01, indicating that the company’s strengths are good based on the Likert scale evaluation. Meanwhile, the external factors at the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang, Sleman, Yogyakarta, have a score of 3.44, indicating that it has high opportunities based on the Likert scale evaluation. The freelance work system applied at the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang, Sleman, Yogyakarta, is effective, shown by an item weight value of 0.049, indicating that the point has the lowest level of threats in comparison to other threats. The position of the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang, Sleman, Yogyakarta, is now in the business growing phase. The results are indicated by the matrix of internal and external SWOT showing that the company’s condition is in cell 1. The strategies that are appropriately applied at the car rental service business of “AMAN-AMIN” Transport Tours and Travel, Ambarketawang, Sleman, Yogyakarta, at present are SO (Strengths and Opportunities) strategies. Keywords: SWOT Analysis, Marketing Strategie