Analisis SWOT dalam Menentukan Strategi Pemasaran pada PT. Lion Air di Bandar Udara Internasional Yogyakarta

This research aims to find out how SWOT analysis determines marketing strategies at PT. Lion Air Yogyakarta International Airport and find out what marketing strategies can be applied to PT. Lion Air at Yogyakarta International Airport. This research uses a qualitative approach with interview, observation and documentation methods. Data analysis uses data collection, data reduction, data presentation, and drawing conclusions. Based on the research results, it shows that the development of marketing strategies that can be implemented by Lion Air YIA Airport is carried out using several approaches in the SWOT analysis, by integrating these strategies well it can help PT Lion Air strengthen its position at Yogyakarta International Airport and attract more many customers. Through EFAS matrix calculations, it can be seen that the difference between strengths and weaknesses is 1.23 – 0.27 = 0.96 and the difference between opportunity and threats values is 1.86 – 0.71 = 1.15. The value from the identification results above shows that Lion Air YIA is in Quadrant I. This position indicates that Lion Air YIA is in a strong condition and has opportunities, so it is possible to continue to expand, increase growth and achieve maximum progress.