Penerapan Analisis Strengths, Weaknessess, Opportunities, Threats (SWOT) dalam Menentukan Strategi Pemasaran Online di Toko Widani Store
DOI:
https://doi.org/10.61722/jemba.v3i1.2126Keywords:
SWOT analysis, MSMEs, BedcoverAbstract
This study aims to map the strategic position of Widani Store in the digital bedcover retail industry using SWOT analysis and to examine operational constraints for the 2023–2025 period. Employing a descriptive qualitative approach with interview and observation techniques, the findings reveal that the company's primary strength lies in its independent control over design and pricing, while fundamental weaknesses include manual production capacity and inconsistency in digital promotion. The rising trend of aesthetic household products presents a significant opportunity, yet the business is threatened by intense price wars and negative customer reviews. The analysis recommends strategies for optimizing creative content management (WO), strengthening branding through physical store integration (ST), and tightening quality control (WT) to enhance competitiveness in the digital marketplace
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