Strategi Pengembangan Omzet Usaha Mikro, Kecil dan Menengah (UMKM) Makanan Dimsum Ratu dengan IFAS dan EFAS pada Swot di Kabupaten Tulungagung Jawa Timur

Abstract

The development of culinary Micro, Small, and Medium Enterprises (MSMEs) in Indonesia has led to increasingly intense competition, particularly among ready-to-eat food businesses such as dimsum. This condition requires business owners to implement appropriate development strategies to increase their sales turnover. Dimsum Ratu Tulungagung is one of the culinary MSMEs facing several challenges, including fluctuating sales turnover, intense competition from similar businesses, limited human resources, and inadequate digital marketing. This study aims to formulate an appropriate business development strategy to increase the sales turnover of Dimsum Ratu Tulungagung based on SWOT analysis, as well as to describe the internal factor score (IFAS) and external factor score (EFAS). This research employed a qualitative approach with a descriptive research design. The research data consisted of the internal and external business conditions and the business development strategies implemented by Dimsum Ratu Tulungagung. The data sources included the business owner, operational employees, product display staff, regular customers, general customers, competitors in the dimsum business, and competitors from other culinary businesses. Data were collected through observation, interviews, and documentation. The data were analyzed through data reduction, data presentation, and conclusion drawing using SWOT analysis based on the Internal Factors Analysis Summary (IFAS) and External Factors Analysis Summary (EFAS) matrices. The findings indicate that the business development strategy of Dimsum Ratu Tulungagung to increase its sales turnover is positioned in the aggressive (SO) strategy quadrant, which emphasizes utilizing internal strengths to capitalize on external opportunities. The strategies implemented include strengthening brand identity, improving product quality and customer service, optimizing digital marketing, developing product innovations, and expanding market reach through participation in bazaars. These strategies contribute to a more relevant, competitive, and sustainable business development model for Dimsum Ratu Tulungagung.