ABSTRACT
E-commerce benefits companies and consumers. Companies find e-commerce beneficial in digital payment, providing a more manageable payment system for consumers. Electronic transactions or digital payments have been implemented in transactions in Alfamart. This retail company experienced a decrease in sales volume paid through digital payments in 2018. SWOT analysis, thus, can be employed to analyze infrastructure, economic factors, and retail company development to assist the marketing of this company. The purpose of this study is to formulate marketing strategies for electronic transaction services in an Alfamart branch based on the SWOT analysis. This research was conducted using a descriptive qualitative approach and analyzed using the SWOT. The data used in this study were obtained from questionnaires. It was found that the marketing strategies of electronic transaction services at Alfamart should follow an alternative turnover strategy. It is suggested that Alfamart’s managers implement several strategies, such as increasing the value of electronic transaction services so that its customers do not switch to substitute products, conducting community-based social marketing, and adding service points by opening new outlets or stores.
