Analisis Faktor Internal dan Faktor Eksternal dalam Menentukan Strategi Bisnis melalui Pendekatan SWOT pada UMKM Dodonut
DOI:
https://doi.org/10.35870/jemsi.v11i5.4481Keywords:
Internal Factors, External Factors, Business Strategy, SWOT AnalysisAbstract
UMKM Dodonut is a local culinary business engaged in the production of donuts by carrying out innovative concepts and various flavors. This research aims to analyze the influence of internal factors and external factors in determining business strategies using the SWOT approach. The research method used is descriptive qualitative with data collection techniques through observation and interviews. The results of the analysis using the IFAS Matrix show that the main strengths of Dodonut MSMEs lie in affordable prices, strategic location, product quality and taste, and product variety, with a total score of 2.86. Meanwhile, the EFAS Matrix shows that there are great opportunities from snack trends, good customer service, and competitive prices, although there are threats from competitors, healthy food trends, and rising raw material prices, with a total score of 2.82. Based on the position on the SWOT Matrix (quadrant II), the development strategy is considered the most appropriate. The recommended strategies include increased digital promotion, regular product innovation, and increased brand awareness to strengthen the position in the market. This research is expected to provide strategic direction for Dodonut MSMEs in strengthening their competitiveness and business sustainability.
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