MSME competitiveness and development strategies in Gorontalo, Indonesia: an integrated SWOT–IE matrix study

Abdul Latif (Institut Agama Islam Negeri Sultan Amai Gorontalo, Gorontalo, Indonesia)
Adelin Thayeb (Institut Agama Islam Negeri Sultan Amai Gorontalo, Gorontalo, Indonesia)
Hasana Rahim (Institut Agama Islam Negeri Sultan Amai Gorontalo, Gorontalo, Indonesia)
Viona Makalalag (Institut Agama Islam Negeri Sultan Amai Gorontalo, Gorontalo, Indonesia)

ECOBIZTECH: Journal of Economics, Business, and Technology
Vol. 1 No. 2 (2026): ECOBIZTECH: Journal of Economics, Business, and Technology - September

Purpose: to analyze the competitiveness of MSMEs in Gorontalo province based on internal and external factors using SWOT and IE Matrix analysis, as well as to formulate appropriate development strategies to improve business sustainability and regional economic growth. Method: this study employed a quantitative descriptive approach conducted in several districts and cities in Gorontalo province. Data were collected from 120 MSME owners through questionnaires, interviews, and documentation. The data were analyzed using SWOT analysis and the Internal–External (IE) Matrix to identify internal and external strategic factors and determine appropriate MSME development strategies. Findings: MSMEs in Gorontalo province have strong internal potential but still face challenges in capital access, digital adoption, and managerial capability. The IE Matrix placed MSMEs in the “grow and build” position, indicating the need for growth-oriented strategies to enhance competitiveness and sustainability. Implications: strengthening digitalization, managerial capacity, and market expansion is essential to improve the competitiveness and sustainability of MSMEs in Gorontalo province. Originality: lies in integrating SWOT and IE Matrix analyses to comprehensively examine the competitiveness and strategic position of MSMEs in Gorontalo province.