SWOT Analysis of the “Semarang-Demak Automatic Lane (LOS)” Product to Increase Customer Purchase Intent at PT PP Semarang Demak

Abstract

This study aims to analyze the appropriate strategy in developing the Semarang Demak Automatic Lane (LOS) product to increase customer purchasing intention. LOS is an innovation based on Radio Frequency Identification (RFID) technology that allows toll road users to pass through toll gates without stopping to make payments. Although this technology offers convenience and efficiency, the level of user adoption is still low due to various internal and external factors. This study uses a qualitative approach with the SWOT analysis method to identify the strengths, weaknesses, opportunities, and threats of the LOS product. The results of this study indicate that the main strengths of LOS lie in time efficiency, ease of digital transactions, and the lack of similar competitors in the Semarang area. However, significant weaknesses such as high initial costs, short validity periods, complicated registration processes, and the lack of supporting applications are major obstacles in increasing customer purchase intentions. On the other hand, opportunities can be exploited through digitalization trends, collaboration with surrounding industrial areas, and the use of Location-Based Advertising (LBA) as a promotional strategy. Threats that need to be anticipated include data security risks, customer preference for conventional E-Toll systems, and the emergence of competing products.