The development of Sharia-compliant hotel (SCH) in Indonesia is rapidly growing since 2012. However, the COVID-19 pandemic has changed the business development of SCH and in the Halal Tourism Industry. This paper aims to develop an alternative strategy for SCH to rebuild the market after the pandemic situation. This research is specified the marketing strategy to attract domestic tourist, especially Muslim tourist to prefer Sharia-compliant hotel in their travelling destinations. As the primary object of the research, this paper is using a well-known sharia hotel in Jakarta as the single case study analysis. Mix method approach is implemented in this study, which used quantitative and qualitative data. All the data are formulated in Threat, Opportunity, Weakness, Strength (TOWS) Matrix. The result of strategy formulation in the matrix will produce several alternatives of marketing strategy, which might be implemented by the SCH management in Indonesia. Survey was conducted before the COVID-19 pandemic to 197 respondents to evaluate the service quality and the decision-making process of the consumer towards SCH in Jakarta. In-depth interview and focus group discussion (FGD) were conducted with the board of directors to follow up the survey and to implement internal validity with the hotel management. Documents review and observation were also implemented. Based on strategy formulation in TOWS Matrix, this research is proposed three strategic marketing programs which could be implemented by Sharia Compliance Hotel toward the new adaptation era after the pandemic. Those strategies are discussed in the result analysis.

PT Datacomm Diangraha runs in the information technology and communication especially on the system of specializes include network infrastructure, network security, network management, and applications. The purpose of this research to review and analyze the condition of the internal factor and the internal PT Datacomm Diangraha and to determine proper strategy for the company. This research deployed external factor evaluation (EFE), CPM, internal factor evaluation (IFE), grand matrix strategy, internal-external matrix (IE), SPACE matrix, SWOT matrix, and QSPM matrix. According to QSPM matrix, the best strategy for PT Datacomm Diangraha is product development because of the attraction higher than market penetration and market development.