ANALISIS STRATEGI UMKM CONKPIZZA KABUPATEN BANGKALAN MENGGUNAKAN METODE SWOT DALAM PENGEMBANGAN INDUSTRI MAKANAN HALAL

Abstract

This study focuses on the development strategy of MSMEs using the SWOT method, aiming to identify the Strengths, weaknesses, opportunities, and threats of ConkPizza MSME within the makanan halal industry, as well as to determine the strategies implemented by ConkPizza through SWOT analysis using IFAS and EFAS approaches. This research adopts a mixed methods approach, combining qualitative and quantitative approaches in an integrative manner. Qualitative data is prioritized to explore phenomena in depth, while quantitative data in the form of numbers is used to strengthen the validation and generalization of the findings. The research is descriptive in nature and employs purposive sampling. The subjects of this study include the owner, employees, and customers of ConkPizza MSME. Data were collected through interviews and documentation. The results show that ConkPizza's main Strengths are halal certification, affordable prices, high-quality flavor variations, and strategic location. The weaknesses include limited financial resources, conventional marketing management, a lack of human resources, and the absence of well-organized financial records. Opportunities include increasing public awareness of makanan halal consumption, collaboration potential with local events, digital marketing prospects, and minimal direct competition in Bangkalan. The threats consist of changes in local government regulations, fluctuations in raw material prices, decreased consumer purchasing power, and operational disruptions due to environmental factors such as rainy seasons. The IFAS matrix shows a total score of 3.21, indicating that ConkPizza’s internal Strengths outweigh its weaknesses. The EFAS matrix yields a total score of 2.79, suggesting that external opportunities are greater than threats. Based on the SWOT coordinates, ConkPizza’s strategic position is in Quadrant I, representing an aggressive strategy (Growth-Oriented Strategy), which suggests that the business is in a very favorable condition for further development. The recommended development strategy for ConkPizza is the SO (Strength-Opportunity) strategy.