SWOT Based Service Quality Improvement Strategy at PT. FOKUS KUALITAS UTAMA

. In a highly competitive world, companies face numerous challenges. For service-based companies, success is determined by the quality of their services. PT. FOKUS KUALITAS UTAMA is a business consulting firm that assists in enhancing the performance of human resources within a company or organization. The objective of this research is to identify the internal and external factors that can improve the service quality in PT. FOKUS KUALITAS UTAMA. This study utilizes qualitative methods and collects primary and secondary data through observation, interviews, literature review, and SWOT analysis using IFAS and EFAS tables. The research findings indicate that PT. FOKUS KUALITAS UTAMA services fall within Quadrant I, implying an aggressive strategy.


INTRODUCTION
In this increasingly competitive business era, the quality of services provided by service-based companies, retailers, technology firms, or any other industry plays a central role in determining the level of success that can be achieved.Customers nowadays have high expectations for the experiences offered by companies.For instance, there are numerous customers who actively seek services of high quality and are willing to pay a premium to receive such services (Chaudhary & Gupta, 1999).To ensure the growth and development of a company, it is crucial for the company to anticipate the increasingly competitive economic landscape by implementing appropriate strategies to avoid being left behind in the competition.(Fernos & Putra, 2019).PT.FOKUS KUALITAS UTAMA is a company engaged in consulting services that assist other companies or organizations.In this study, the researcher aims to analyze the internal and external factors and the strategies that should be used to enhance the service quality at PT. FOKUS KUALITAS UTAMA.Dengan metode analisis Strenght, Weakness, Opportunities, Threath (SWOT) untuk mengetahui mengidentifikasi kekuatan internal yang dapat meningkatkan kualitas By using the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis method, we can identify internal strengths that can enhance service quality, weaknesses that need to be addressed, opportunities to improve existing services, and threats that may affect the quality of services offered.By understanding the SWOT factors within PT.FOKUS KUALITAS UTAMA, the company can develop comprehensive and effective enhancement strategies.This structured and comprehensive approach is expected to assist the company in meeting customer expectations, strengthening the brand image, and gaining a competitive advantage in the increasingly competitive market.

THEORETICAL STUDY SERVICE QUALITY
Service quality is a key indicator used by customers to measure the performance and success of a company or organization in meeting their expectations and needs, shaping their satisfaction, loyalty, and overall perception.Tjiptono (1996:54) "Service quality is closely related to customer satisfaction, as it provides a strong foundation for building customer relationships and fostering customer loyalty.High-quality service creates a positive experience for customers, encouraging them to establish a strong and enduring connection with the company.".Fundamental principle in business development involves prioritizing the improvement of service quality as a key factor to be considered.According to (Annisa, 2020) if the received or perceived service aligns with customer expectations, the service quality is perceived as good and satisfactory.However, if the received service exceeds customer expectations, then the service quality is perceived as excellent and of high quality.Service quality is the ability to match the desires or demands of service recipients with the service provided by the service provider in the form of products or services, in accordance with predetermined criteria.(Kepegawaian et al., 2021).

STRATEGIC MANAGEMENT
Strategic management is an approach that involves the systematic planning, development, and implementation of long-term strategies with the aim of achieving the vision and goals of an organization or company through a structured process.by consumer customers in the future.(Ardiansyah et al., 2021).In the context of a company, strategy is a necessity to guide and manage the operations of the organization.The design of an effective strategy involves active participation from all stakeholders within the company's scope.A good strategy always begins with the easiest to implement.(Sri Anugerah Natalina & Arif Zunaidi, 2021).Through the implementation of strategic management, a company can have a clear direction in achieving its predetermined goals, as well as monitor and control the processes involved in achieving those goals.Menurut (Siregar et al., 2020) In the perspective of the future, where paradigm shifts are expected to occur in various fields, it is important for every organization to continuously evaluate their strategic management, both in terms of ongoing strategies and those to be planned.

SWOT ANALYSIS
SWOT analysis involves efforts to identify the strengths, weaknesses, opportunities, and threats that determine the performance of a company.(Nisak, 2004).In this analysis process, it is important to identify internal and external factors that have a significant impact on the success of a company or organization.The performance of a company or organization is determined by the interaction between internal and external factors.SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is a method used in the business world to evaluate internal and external factors that can impact the performance and strategies of a company.When applied accurately, this simple assumption has a significant impact on the design of successful strategies and business environment analysis, providing the necessary information to identify opportunities and threats within the company (Astuti & Ratnawati, 2020).Therefore, a strategic planner must analyze the strategic factors of the company (strengths, weaknesses, opportunities, and threats) in the current conditions (Jannah et al., 2017).Accord to (F Reza, et al., 2020) If SWOT analysis is conducted accurately by incorporating these four elements, there is a great opportunity for the success of a pre-planned company, ensuring a smooth and improved operation with optimal and maximum results.
According to Pearce and Robbinson (2011:156), the following are the definitions of Strengths, Weaknesses, Opportunities, and Threats:

b. Weakness
It refers to the limitations or deficiencies in one or more resources of a company compared to its competitors, which become barriers in effectively meeting customer needs.

c. Opportunities
It refers to the primary favorable conditions in the environment of a company.These conditions can provide opportunities for the company to grow, succeed, or gain a competitive advantage.

d. Threats
It refers to the primary unfavorable conditions in the environment of a company.These conditions can pose challenges, risks, or threats to the company's operations, growth, or competitive position.

RESEARCH METHODS
The research was conducted from August to December 2023 at PT. FOKUS KUALITAS UTAMA.The study utilized a qualitative descriptive research approach.
According to Sugiyono (2004), descriptive research is a type of research conducted to determine the values of independent variables, either one or more, without making comparisons or linking them to other variables.Qualitative research methods focus on gaining in-depth understanding of the meanings given by individuals or groups in the context they experience, with the aim of exploring richer and deeper insights into social phenomena.According to (Firmansyah et al., 2021), in qualitative research, the theory is not predetermined from the beginning.Instead, the theory can be sought and developed during fieldwork, allowing for a comparison between existing theories and the phenomena observed in the field.This process enables researchers to refine and complement existing theories based on the data collected, without compromising the authenticity and originality of the research.
The data collection in this study utilized primary data, which was obtained directly by the researcher from the primary source or the location where the research object is situated.The c. Determine ratings on a scale of 1 (Poor) to 4 (Outstanding) based on the impact of each factor on the company's performance.For example, a rating of 1 may be assigned to a low opportunity, while a rating of 4 may be assigned to a high opportunity.Conversely, for threat factors, a rating of 1 may be given for a low threat, while a rating of 4 may be given for a significant threat.

d.
Calculate the weighted score by multiplying the weight and rating values, using a range of 1.0 (poor) to 4.0 (outstanding).

Conceptual Framework
The next step involves conducting a SWOT analysis on PT FOKUS KUALITAS UTAMA.
Through the SWOT analysis, the researcher explores the internal and external factors of the company, including strengths, weaknesses, opportunities, and threats.The data processing in the SWOT analysis will result in a comprehensive overview of the current condition of PT FOKUS KUALITAS UTAMA, indicating its strengths, weaknesses, opportunities, and threats.
Based on this assessment, strategies can be formulated for PT FOKUS KUALITAS UTAMA.
Picture 1 represents the conceptual framework of this study.

RESULTS AND DISCUSSION
In this research, the SWOT analysis is utilized with the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrix approaches as the chosen method.This analysis is then presented in the form of a SWOT diagram to evaluate the company's position in terms of strengths, weaknesses, opportunities, and threats.The results of the SWOT analysis are subsequently used as a foundation for designing appropriate strategies through the use of the SWOT matrix.

Matriks IFAS
The matrix is constructed by formulating strategic factors within the internal PT.FOKUS KUALITAS UTAMA, specifically in the Strengths and Weaknesses categories, based on the quality of its services.Source: Processed Data From Table 1, it can be observed that having a professional workforce is a strength in PT.
FOKUS KUALITAS UTAMA, as indicated by the highest score of 0.64.On the other hand, a weakness is the limitation in technology in service provision, with a score of 0.13.

External Strategy Factor Matrix
The matrix is constructed by formulating strategic factors within the internal PT.FOKUS KUALITAS UTAMA specifically in the Opportunities and Threats categories based on the quality of its services.This strategy is also effective in addressing weaknesses and mitigating potential threats.
It is important for the company to conduct regular evaluations to ensure its effectiveness and alignment with long-term goals..

4.
Based on the calculations and analysis conducted at FOKUS KUALITAS UTAMA, which indicate that the company is positioned in Quadrant 1, the following strategies can be considered: the resources controlled by or available to a company that make it relatively superior to its competitors in meeting the needs of its served customers.JIMEK-Vol.4,No.1 Maret 2024 primary source of data in this study was obtained through interviews conducted with the President Director, General Manager, and Staff at PT. FOKUS KUALITAS UTAMA.These interviews aimed to gather firsthand information from them regarding the research topic and gain deeper insights into the company.Secondary data refers to information collected from existing sources.These sources of secondary data include company records or documentation, industry analyses by media outlets, websites, the internet, and so on.Secondary data is gathered from sources that have already compiled and documented information related to the research p-ISSN:2809-9427; e-ISSN: 2809-9893-0143, Hal 208-219 212 Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)-Vol.3,No.2 Juli 2023 topic.Researchers can analyze and interpret this existing data to gain insights and support their research findings.This method involves analyzing the internal environment (strengths and weaknesses) and external environment (opportunities and threats) of the company being subjected to SWOT analysis.SWOT analysis is conducted through the use of the IFAS matrix (Internal Factor Analysis Strategy), which outlines the major strengths and weaknesses of the company, and the EFAS matrix (External Factor Analysis Strategy), which outlines the opportunities and threats faced by the company.Both matrices provide insights into the current position of the company by considering the internal and external factors that influence its performance.(Astuti & Ratnawati, 2020).According to Raflah (2021), the steps involved in creating the IFE (Internal Factor Evaluation) matrix and EFE (External Factor Evaluation) matrix are as follows: a. Identify internal and external factors using the IFAS and EFAS matrices.The Internal Factor Analysis Strategy (IFAS) is used to identify internal factors and classify them as strengths (S) and weaknesses (W), while the External Factor Analysis Strategy (EFAS) is used to identify external factors that include influential opportunities (O) and threats (T) to the company.b.Assign weights to the factors using a scale ranging from 0.0 (not important) to 1.0 (very important).
customers and assuring them that the company adheres to appropriate opertiomal standards b.Providing high-quality services to meet the need of evert client c.Enchacing trust in services among potential clients and providing evidence of the company's high quality in online meet client expectations and innovating in other industries to enchance satisfaction anda maintain customer loyalty, thereby remaining competitive with competitors b.Leveraging a strong portfolio to build a wider network deliver excellent service quality to creat a positive image.c.Instiling trust in clients by ensureing compliacne with legal regulations p-ISSN:2809-9427; e-ISSN: 2809-9893-0143, Hal 208-219 218 Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)-Vol.3,No.among all employees to improve service delivery and minimize threats from tecnological advancements b.Deepening knowledge about online promotion and introducing company services c. nSeeking investors to maintain financial stability and continue providing excellent services while minimizing the impact of unforeseen economic conditions Table 1 represents the IFAS (Internal Factor Analysis Summary) matrix..

Table 2 .
Table 2 represents the EFAS (External Factor Analysis Summary) matrix.EFAS Matrix analysis results