<![CDATA[ Harapan Maju Gold Shop is a jewelry business specializing in gold products, supported by loyal customers and customized jewelry design services. Increasing market competition and changing consumer preferences require the company to develop effective business strategies to maintain and strengthen its market position. This study aims to formulate an appropriate business development strategy using SWOT analysis. A qualitative descriptive approach was employed, with data collected through interviews, observations, documentation, and questionnaires involving the business owner and three employees. The results show that the Internal Factor Evaluation (IFE) score of 2.80 indicates a relatively strong internal condition, while the External Factor Evaluation (EFE) score of 2.62 reflects favorable external opportunities. SWOT Cartesian analysis generated an S–W value of 1.00 and an O–T value of 0.32, positioning the business in Quadrant I, which supports an aggressive growth strategy. Recommended strategies include strengthening customized jewelry services by leveraging customer loyalty, expanding market reach through promotional activities, improving service quality, and utilizing digital marketing to enhance competitiveness. The study concludes that maximizing internal strengths and external opportunities can support sustainable business growth and strengthen the company's competitive position in the gold jewelry industry. ]]>
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