Analisis SWOT dan Matriks Perencanaan Strategis Kuantitatif (QSPM) pada UMKM Nyes Nyes Chicken Kremes

Abstract

This study aims to determine the appropriate marketing strategy for the Ayam Kremes Nyes Nyes MSME. Initially, this business generated low profits, which gradually increased as sales stabilized. However, revenue declined significantly due to internal and external factors. Internal challenges include limited human resources and reliance on traditional marketing, while external challenges arise from increasing competition offering similar products. This study used a quantitative SWOT and QSPM approach. The results indicate that the Ayam Kremes Nyes Nyes MSME can achieve growth if supported by the right strategy. The SWOT analysis generated several alternative strategies, and the QSPM prioritized optimizing business location, strengthening digital promotions, and enhancing digital marketing. These strategies aim to improve marketing performance and maintain competitiveness.