ANALISIS PENDAPATAN UMKM DI KECAMATAN WENANG KOTA MANADO (STUDI: KAWASAN MEGAMAS SUNBAE)

Sisilia Virgin Momongan (Jurusan Ekonomi Pembangunan, Fakultas Ekonomi dan Bisnis, Universitas Sam Ratulangi, Manado 95115, Indonesia)
Vecky A.J. Masinambow (Jurusan Ekonomi Pembangunan, Fakultas Ekonomi dan Bisnis, Universitas Sam Ratulangi, Manado 95115, Indonesia)
George M.V Kawung (Jurusan Ekonomi Pembangunan, Fakultas Ekonomi dan Bisnis, Universitas Sam Ratulangi, Manado 95115, Indonesia)

Jurnal Riset Multidisiplin Edukasi
Vol. 3 No. 9 (2026): Jurnal Riset Multidisiplin Edukasi (September 2026)

MSMEs play a significant role in increasing income and employment in Manado City, particularly in the Megamas Sunbae area, Wenang District. In order to establish strategies for MSME growth, this research will use a SWOT analysis to examine the impact of capital, labor, and business length on MSME revenue. Observations, questionnaires, interviews, and documentation were used to gather data, which was then analyzed using the IFAS and EFAS matrices. The results show that MSMEs' internal strengths outweigh their weaknesses, particularly business experience and the availability of affordable raw materials. While limited capital, business management, and the use of digital technology are the main weaknesses. Externally, market opportunities outweigh threats, although competition and changing consumer preferences remain challenges. Overall, MSMEs are strategically positioned to increase income sustainably.