<![CDATA[MSMEs play an important role in the Indonesian economy, but most business actors face challenges in maintaining business sustainability. This research aims to analyze the application of business models using the nine elements of the Business Model Canvas (BMC) combined with SWOT analysis. This research uses a descriptive qualitative method conducted through interviews and observations of business owners. The results of the analysis show that Mitra Mulya has strengths in strategic business location, product quality, customer trust, good relationships with suppliers and customers, and commitment to providing guarantees, but is weak in internal management that is not yet efficient and well structured. The IFE score of 2.98 and EFE score of 3.15 indicate a strong internal and external position. The matrix position is at point (1,12) (1,23) quadrant I aggressive strategy (SO), strategy recommendations include improving service quality and strengthening relationships to expand the market, maximizing quality and providing a warranty for damaged goods to open new partnerships, and maintaining relationships with suppliers so that the supply of goods is maintained. These findings confirm that BMC and SWOT are effective in formulating business sustainability strategies.]]>
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