This study aims to determine the priority of developing a strategy for developing the Fragrant Root Weaving Craft Industry in Garut Regency. This research was conducted with a descriptive qualitative approach. The data analysis technique used in this study is SWOT-AHP analysis with Expert Choice software version 11. Research respondents were 5 respondents who were selected using probability sampling method with purposive sampling technique. The results of the research can be seen that 1) the SWOT analysis of the Akar Wangi Weaving Industry is in a defensive quadrant IV position, 2) the recommended strategy is ST strategy, and 3) the priority alternative based on the results of the AHP analysis is building relationships with information technology marketing partners.
Penelitian ini bertujuan untuk mengidentifikasi rekomendasi strategi pemasaran jasa yang dapat meningkatkan minat konsumen terhadap jasa fotografi di Kabupaten Garut. Metode penelitian yang digunakan adalah kualitatif deskriptif. Responden dalam penelitian ini dipilih dengan menggunakan teknik purposive sampling, dengan memilih hingga 5 responden yang memiliki pemahaman yang baik tentang The Hoobs Studio dan memiliki kewenangan dalam pengembangan strategi pemasaran. Teknik analisis yang digunakan dalam penelitian ini meliputi lima kekuatan Porter dan analisis SWOT. Hasil penelitian menunjukkan bahwa: 1) pada tabel IFAS, faktor-faktor kelemahan lebih dominan daripada faktor-faktor kekuatan; 2) pada tabel EFAS, faktor-faktor peluang lebih signifikan dibandingkan dengan faktor-faktor ancaman, karena langkah-langkah strategi pemasaran yang diterapkan belum mencapai potensi maksimal, terutama dalam hal promosi melalui media sosial; dan 3) belum adanya kebijakan strategis yang mendukung pengembangan industri pariwisata, terutama dalam bidang fotografi.
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