Analisis SWOT dan Penerapan Fungsi Manajemen dalam Pengelolaan UMKM: Studi pada Rumah Makan Mahasiswa

Nur Intan (Universitas Tanjungpura)
Selli Pebrianti (Universitas Tanjungpura)
Seny Alya Fatmawati (Universitas Tanjungpura)

Cendekia Inovatif Dan Berbudaya : Jurnal Ilmu Sosial Dan Humaniora
Vol. 3 No. 2 (2025): Cendekia Inovatif dan Berbudaya : Jurnal Ilmu Sosial dan Humaniora

This study examines SWOT elements in the UMKM Rumah Makan Mahasiswa, a family business in Pontianak operating since 1993, while evaluating the implementation of four management functions (planning, organizing, actuating, controlling/POAC) to strengthen business development plans. A qualitative descriptive approach was employed through interviews with the owner, Ibu Uni, direct observations, and SWOT analysis along with its strategic matrix. Findings reveal strengths such as consistent homemade taste, affordable prices, and a strategic riverside location; weaknesses include limited digital marketing and reliance on family workers; promising opportunities lie in online service expansion and facility upgrades, despite threats from competitor rivalry and raw material price fluctuations. POAC functions operate practically yet simply, requiring enhancement to face the digital era, thus recommending SO strategies like leveraging the unique location via social media to boost long-term competitiveness