<![CDATA[This research aims to identify internal and external factors that affect Abadi Lestari MSMEs in Muara Enim and develop an entrepreneurial development strategy through SWOT analysis. The research was carried out because businesses are still facing a number of obstacles, such as promotional activities that have not run optimally, limited capital, and not optimal human and financial resource management. This study uses a descriptive method with a qualitative approach. Data were collected through observation, interviews, documentation, questionnaires, and literature studies. The research informants were determined using purposive sampling techniques. Furthermore, the data is analyzed using IFAS, EFAS, and SWOT matrices to formulate an appropriate business development strategy. The results of the study show that Abadi Lestari MSMEs have strengths in the form of good product quality, affordable prices, and the presence of regular customers. The weaknesses that are still faced include digital promotion that is not optimal, limited capital, and human and financial resource management that has not been maximized. Business opportunities are supported by increasing market demand and the development of digital marketing, while threats come from business competition and rising raw material prices. Based on the results of the SWOT analysis, the recommended strategies include increasing digital marketing, product innovation, strengthening human resources, and improving financial management to increase competitiveness and business sustainability.]]>
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