• Fara Della Nur Annisa
• Nurcahyono
• Joy Nashar Utamajaya S.S.M.I

In the era of digital globalization, the purpose of this study was to describe the business strategy in the mining car rental business, especially at PT. IntiprimaKarya Usaha Balikpapan, and recommends business strategies that can be used by PT. Intiprima Karya Usaha Balikpapan so that the company can survive in the face of competitive pressures and become superior in facing business competitors in the same field. Business strategy or competitive strategy aims to emphasize improving the competitive position of goods or services in the industry. This research uses descriptive qualitative method. Data collection techniques were carried out by interview method and in selecting informants using purposive sampling. This research was conducted by analyzing the external and internal environment and then doing a SWOT analysis and matrixed it so that it could produce a business strategy for PT. Intiprima Karya Usaha Balikpapan. With this strategy the company can achieve the desired goals and can survive in the face of existing competitive pressures.

SWOT analysis, qualitative descriptive, business strategy

"Indonesian Car Rental Business Strategy Analysis of PT. Intiprima Karya Usaha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 9, page no.c249-c253, September-2021, Available :http://www.jetir.org/papers/JETIR2109230.pdf

"Indonesian Car Rental Business Strategy Analysis of PT. Intiprima Karya Usaha", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 9, page no. ppc249-c253, September-2021, Available at : http://www.jetir.org/papers/JETIR2109230.pdf