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All Journal Jurnal Pendidikan dan Pembelajaran Khatulistiwa (JPPK) Mechatronics, Electrical Power, and Vehicular Technology LANTERN (Journal on English Language, Culture and Literature) Jurnal Review Pendidikan dan Pengajaran (JRPP) Rayah Al Islam : Jurnal Ilmu Islam Jurnal Pendidikan dan Pembelajaran Indonesia (JPPI) Ar-Rasyid: Jurnal Pendidikan Agama Islam eMBeJi : Manajemen dan Bisnis Jurnal Bisma : Business and Management Journal Tafani
Winda Astuti
Department of Mechatronics Engineering, Faculty of Engineering, International Islamic University Malaysia, Jalan Gombak, 53100 Kuala Lumpur
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : Bisma : Business and Management Journal

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Analisis Faktor Internal dan Eksternal Usaha Mikro melalui Pendekatan SWOT: Studi Kasus pada Bawang Goreng Bu Alba Astuti, Winda; Daspar, Daspar
BISMA : Business and Management Journal Vol. 3 No. 2 (2025): Bisma : Business and Management Journal
Publisher : CV. Kalimasada Group

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59966/bisma.v3i2.1889

Abstract

This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) of Bawang Goreng Bu Alba, a local-based snack microenterprise located in Bekasi Regency, Indonesia. The research employed a descriptive qualitative approach with a case study method. Data were collected through direct interviews and observations with the business owner and analyzed using SWOT, IFE (Internal Factor Evaluation), and EFE (External Factor Evaluation) matrices. The results show that the internal strength score is 3.04, while the weakness score is 1.72. On the external side, the opportunity score is 2.94, and the threat score is 1.84. The total SWOT score indicates the business is positioned in Quadrant I, suggesting an aggressive strategy. Therefore, Bawang Goreng Bu Alba is encouraged to optimize its strengths and opportunities through product innovation, digital promotion, and collaboration with influencers and marketplaces to enhance competitiveness and business sustainability.
Co-Authors Alfauzan Amin Amami, Lovia Ari Legowo Asiyah, Asiyah Daspar Daspar Eka Ariyati Karnedi, Rozian Laili Fitri Yeni Momoh Jimoh E. Salami Nani Rahayu Nor Hilmi Mohamad Nurul Amalina Bt Ahmad Kasim Priyanto, Aria Aji Raihani, Sherly Ramedlon, Ramedlon Riza Muhida Rudi Irawan Rusmayani, Sri Sadikin, M. Nur Atdeni Shafira, Windy Tambunan, Zulham Luthfi Tri Budiyono Ulhaq, Farhan Yupande, Putra