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All Journal Journal of Management - Small and Medium Enterprises (SME's) JURNAL MANAJEMEN DAN BISNIS INDONESIA
Suryani, Fitri Ayu
Unknown Affiliation
Humanities Economics, Econometrics & Finance

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Strategi Pemasaran Digital UMKM Aviyah Olshop melalui Analisis SWOT Berbasis WhatsApp Business Sano, Sano; Hidayanti, Denok Mugi; Suryani, Fitri Ayu
Jurnal Manajemen dan Bisnis Indonesia Vol. 11 No. 02 (2025): Edisi Bulan Desember
Publisher : Universitas Muhammadiyah Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32528/jmbi.v12i02.3974

Abstract

UMKM memiliki peran strategis dalam perekonomian Indonesia, namun tantangan digitalisasi menuntut adaptasi agar tetap kompetitif. Penelitian ini bertujuan untuk menganalisis strategi pemasaran UMKM Aviyah Olshop menggunakan WhatsApp Business dengan pendekatan analisis SWOT. Metode penelitian menggunakan deskriptif kualitatif dengan studi kasus melalui observasi, wawancara, dan dokumentasi. Hasil penelitian menunjukkan kekuatan Aviyah Olshop antara lain produk mengikuti tren pasar, harga terjangkau, kualitas terjamin, pelayanan cepat dan ramah, serta lokasi strategis, sedangkan kelemahannya adalah penjualan hanya melalui WhatsApp Business, stok cepat habis saat hari besar, keterbatasan SDM, dan promosi belum rutin. Peluang yang dimiliki meliputi ekspansi ke marketplace, promosi melalui influencer, serta permintaan tinggi pada momen tertentu, sementara ancaman meliputi persaingan ketat, gangguan internet, dan keterlambatan kurir. Analisis menunjukkan Aviyah Olshop berada pada kuadran I (strategi agresif) dengan memanfaatkan kekuatan internal untuk meraih peluang eksternal melalui strategi SO, WO, ST, dan WT, seperti memperluas penjualan ke marketplace, mengoptimalkan promosi melalui media sosial, menjaga kualitas pelayanan, serta meningkatkan manajemen stok. Kesimpulannya, pemanfaatan WhatsApp Business dan analisis SWOT membantu Aviyah Olshop dalam merumuskan strategi pemasaran yang relevan untuk meningkatkan daya saing dan omzet usaha secara berkelanjutan di era digital.
SWOT ANALYSIS OF DIGITAL MARKETING AT MSMEs KING SEMPOL JEMBER Yusrizal, Mohammad Fikri; Suryani, Fitri Ayu; Gerhani, Febrina
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i1.24222

Abstract

This study aims to identify the strengths, weaknesses, opportunities, and threats (SWOT) associated with the implementation of digital marketing in MSME King Sempol in Jember, as well as to formulate appropriate digital marketing strategies to optimize the utilization of social media platforms. The research employs a SWOT analysis approach to systematically evaluate internal and external factors affecting the business. The findings indicate that the primary strengths of MSME King Sempol include its distinctive product taste, affordable pricing, strategic business location, availability of official social media accounts, and the use of preservative-free raw materials. However, several weaknesses were identified, such as the product’s limited shelf life (only three days), unattractive and inconsistent social media content, the absence of dedicated social media management staff, limited digital marketing knowledge, and unscheduled, unstructured posting practices. In terms of external factors, opportunities include the potential use of influencer testimonials, a large and continuously growing social media user base, increased purchasing power during new student admissions, the high virality of culinary content online, and the expansion of a loyal customer base. Meanwhile, threats consist of similar competitors in the same sales area, rising raw material costs, intense competition in online culinary content, rapidly changing viral food trends, and unstable internet connectivity. The SWOT matrix analysis positions MSME King Sempol in Quadrant I, indicating an aggressive (growth-oriented) strategy. Accordingly, the recommended strategy is the SO (Strength–Opportunity) strategy, which emphasizes leveraging internal strengths to capitalize on external opportunities. Proposed strategies include collaborating with local influencers to enhance brand visibility, consistently promoting products through Instagram and TikTok, offering promotional discounts, creating visually appealing and engaging digital content, and sharing customer testimonials to build trust and strengthen audience engagement. Keywords: Digital Marketing; MSMEs; SWOT
Co-Authors Gerhani, Febrina Hidayanti, Denok Mugi Sano, Sano Yusrizal, Mohammad Fikri