<![CDATA[This type of research is conducted using a qualitative field method (field research). The research approach used in this study is a qualitative observation approach, The research design used is a qualitative approach, Data collection methods used in this study include: Interviews, Observations, Documentation. This study analyzes the development strategy of seaweed MSMEs in Ujung Baji Village based on a SWOT analysis. The results show that strengthening competitive advantages such as clean waters, fast harvest cycles, and high carrageenan content can be the foundation for competing in the cosmetic, pharmaceutical, and export markets. However, challenges such as limited capital, traditional technology, dependence on raw materials, and threats of market competition and environmental damage hinder optimal potential. Strategic solutions include modernization of cultivation, diversification of processed products, HR training, organic certification, and digital marketing. Multi-party collaboration (government, private sector, MSMEs) and ongoing assistance are needed to increase added value, reduce dependence on middlemen, and create a sustainable value chain. Although the existing strategy is right, more concrete implementation and long-term commitment are still needed to achieve inclusive and competitive economic transformation.]]>
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