This research focuses on the application of SWOT Analysis and Total Quality
Management (TQM) in improving the case study marketing strategy at PT Loka Fiber. The
research method used was qualitative research, the sample in this study consisted of 4
informants who were determined using the purposive sampling method. The data analysis
techniques used is IFE matrix data analysis, EFE matrix, IE matrix, SWOT matrix, and follows
the interactive analysis model as stated by Miles and Huberman. The research results show that
the SWOT analysis of the PT Loka Fiber company is in quadrant V, namely, the Hold And
Maintain strategy or in other words refers to efforts to maintain the market share that is already
owned and maintains customer loyalty and good implementation of Total Quality Management
(TQM) can be achieved. improve the right marketing strategy. PT Loka Fiber should carry out
market research to understand customer needs and preferences and use customer data to
develop products or services that are more in line with market desires and evaluate the
performance of each employee regularly to create customer loyalt
