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Abstrak Tujuan penelitian adalah untuk mengembangkan strategi pemasaran yang dapat diterapkan bagi Restoran Waroeng Steak & Shake (WS) Cabang Soekarno-Hatta Malang. Dengan menggunakan matriks SWOT dan Quantitative Strategic Planning Matrix (QSPM), alternatif strategi yang didapatkan yaitu mempertahankan citra atau image perusahaan, fasilitas restoran, mempertahankan kualitas dan pelayanan produk untuk menarik konsumen, meningkatkan kemampuan manajemen dan kerjasama untuk tujuan perusahaan, memberikan layanan delivery order untuk konsumen, memanfaatkan kemajuan teknologi untuk pemasaran, melayani pangsa pasar menengah ke bawah dengan menyediakan paket atau porsi khusus, dan menjaga hubungan baik dengan pemasok atau wilayah sekitar restoran. Strategi pemasaran prioritas yang disarankan adalah mempertahankan citra perusahaan. Kata kunci : matriks EFE, matriks IFE, pemasaran, SWOT, QSPM Abstract The purpose of research was to develop a marketing strategy that can be applied to Waroeng Steak & Shake (WS) Restaurant Branch Soekarno-Hatta Malang. By using SWOT Matrix and Quantitative Strategic Planning Matrix (QSPM), strategies alternative obtained were maintain the image of the company, the restaurant facility, sustaining services and products quality to attract customers, improve management capabilities and cooperation for company’s goal achievement, providing delivery order service for the consumer, utilizing technological advances for marketing activities, serving middle-market share by providing special package or portion, and maintaining good relationships with suppliers and the restaurant neighbourhood. The priority marketing strategy suggested is to maintain the image of the company. Keywords: EFE matrix, IFE matrix, marketing, SWOT, QSPM

Marketing Strategy Analysis Using SWOT Matrix and QSPM (Case Study: WS Restaurant Soekarno Hatta Malang)