SWOT ANALYSIS OF BUSINESS STRATEGIES FOR CUSTOMIZED MOTORCYCLES AT AMRLED GARAGE

Abstract

The growth of motorcycle customization in Indonesia has increased competition among small and medium-sized enterprises. Amrled Garage, established in 2022, is a customized motorcycle workshop specializing in LED lighting modification, motorcycle repair, and performance tuning services. This study aims to analyze business strategies in improving brand trust using the SWOT (Strengths, Weaknesses, Opportunities, and Threats) approach. The research uses a descriptive qualitative method with data collected through observation, interviews, and documentation. The results indicate that Amrled Garage has strengths in technical expertise, service quality, and brand reputation, but faces weaknesses in marketing reach and after-sales services. Opportunities arise from growing customization trends and digital marketing, while threats include intense competition and regulatory changes. Strategic recommendations focus on strengthening digital marketing, service consistency, and community collaboration