ANALISIS SWOT STRATEGI PENGEMBANGAN UMKM PADA SEKTOR BUAH-BUAHAN: STUDI KASUS PADA "TOKO ZONA BUAH-BUAHAN" DI KABUPATEN SUBANG

Restu Gustiawan; Nagita  Anastasya J.; Risty Destianti A.; Tiara Novia R.

Authors

Restu Gustiawan STIE Sutaatmadja
Nagita Anastasya J. STIE SSutaatmadja
Risty Destianti A. STIE Sutaatmadja
Tiara Novia R. STIE Sutaatmadja

Keywords:

Development Strategy, SWOT Analysis

Abstract

ABSTRAK

Micro, Small and Medium Enterprises (MSMEs) in the agribusiness sector, especially family fruit shops such as “Toko Zona Buah-Buahan” in Subang district, face various challenges in utilizing market potential and digital technology. Despite the rapidly increasing demand for fresh fruit, these MSMEs are still limited in their access to technology, digital marketing, and processed product innovation. This condition causes a gap between natural resource potential and local business management capacity. This research uses SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by Toko Zona Buah-Buahan. The results of the analysis are expected to provide a comprehensive picture that can be the basis for formulating effective and sustainable business development strategies, as well as encouraging the improvement of the competitiveness of fruit MSMEs in the digital era. This approach also highlights the importance of multi-stakeholder collaboration and product innovation as keys to the successful development of agribusiness MSMEs in Indonesia.

Kata kunci: Development Strategy, SWOT Analysis

Author Biographies

Nagita Anastasya J. , STIE SSutaatmadja

Mahasiswa Akuntansi

Risty Destianti A., STIE Sutaatmadja

Mahasiswa Akuntansi

Tiara Novia R., STIE Sutaatmadja

Mahasiswa Akuntansi

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