<![CDATA[This study aims to analyze the development strategy of Micro, Small, and Medium Enterprises (MSMEs) based on local wisdom through a SWOT approach with an Islamic economic perspective, using the case study of Rujak Simpang Jodoh in Medan City. The research method employed is descriptive qualitative, with data collected through observation, interviews, and documentation. SWOT analysis was conducted by compiling the IFAS (Internal Factor Analysis Summary) and EFAS (External Factor Analysis Summary) matrices to determine the strategic position of the business development. The findings show that the IFAS total score of 2.50 and EFAS total score of 3.05 place Rujak Simpang Jodoh in Quadrant I (Aggressive/Growth Strategy). This indicates that the business has strong internal factors, such as a distinctive taste, affordable prices, strategic location, and halal products, supported by external opportunities including the culinary tourism trend, government support for MSMEs, the growth of digital marketing, and increasing consumer awareness of halal products. From the perspective of Islamic economics, the development strategy is directed towards applying the principles of maslahah (public benefit), itqan (professionalism), amanah (trustworthiness), and maintaining halalan thayyiban in business practices. Therefore, the development of MSMEs based on local wisdom, such as Rujak Simpang Jodoh, has a promising prospect for sustainable growth. Optimizing internal strengths and external opportunities, along with strengthening business management in accordance with Islamic economic principles, is the key to overcoming weaknesses and threats, while creating a competitive, fair, and blessed enterprise.]]>
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