PERENCANAAN STRATEGI MENGGUNAKAN ANALISIS QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM) UNTUK MENINGKATKAN DAYA SAING PENJUALAN (Studi Kasus: Distro Secondpurple)

Current technological developments that have significantly changed the way a business works. At present the marketing of a product or service that was originally offline or conventional and carried out door to door is now developing towards a more modern direction, namely online or digital. One business that utilizes digital marketing technology is the clothing and accessories business at Secondpurple Distro, located in Kroya. The use of digital marketing includes using social media as a means of product publication on Secondpurple Distro. This study aims to determine the extent of the use of digital marketing in increasing sales competitiveness in the Secondpurple Distro. Because in the Kroya Subdistrict itself there are distributions or similar businesses. So that requires a plan and strategy so that products sold continue to exist and develop among customers. Based on the problems regarding the amount of business competition above, we need a strategy to continue to exist and this can be achieved by utilizing digital marketing that can be used to develop marketing strategies. The research tool used was a quantitative strategic planning matrix (QSPM) analysis technique. In this research the method used is the method of interview, observation, documentation, literature study, and questionnaire. Generate recommendations for planning alternative digital marketing strategies. In addition, this research is expected to be able to increase sales competitiveness in the Secondpurple Distro.