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Collaboration between students and the community is a crucial strategy in village empowerment to achieve sustainable development. This study aims to describe the forms of student-community collaboration in educational programs, environmental actions, and the commemoration of the 80th Indonesian Independence Day in West Ambarawa Village, Pringsewu Regency. The method used was descriptive qualitative, with data collection techniques through observation, interviews, and documentation during program implementation. The results indicate that educational activities, including campus outreach, prevention of immorality, anti-bullying, and early childhood education (PAUD) mentoring, increased educational awareness and social literacy. Environmental actions such as mutual cooperation (gotong royong) and mosque revitalization successfully strengthened the values of mutual cooperation and environmental cleanliness. Furthermore, QRIS socialization positively impacted the digital literacy of MSMEs, while local tourism promotion increased the village's tourism potential. The commemoration of the 80th Indonesian Independence Day served as a platform for strengthening social capital and community togetherness. Despite challenges such as limited time and participation, this collaboration significantly contributed to strengthening community capacity. Further recommendations include ongoing mentoring, infrastructure support, and strengthening the role of youth to ensure the program's sustainability.

This study aims to analyze the development of the creative economy through the utilization of textile waste, particularly patchwork fabric, by leveraging digital platforms. Employing a qualitative approach with a case study method, the research involved creative entrepreneurs who transform patchwork waste into economically valuable products, such as bags, wallets, accessories, and home decorations. Data were collected using in-depth interviews, participatory observation, and document studies, and then analyzed thematically. The findings reveal that patchwork fabric waste can be successfully converted into high-value creative products through innovative designs and diversification strategies. Furthermore, the adoption of digital platforms, including social media and online marketplaces, plays a pivotal role in product promotion, enhancing brand awareness, and expanding market reach beyond local boundaries. This integration not only provides economic benefits, such as increased income for entrepreneurs and the creation of new job opportunities, but also fosters social and environmental impacts, including raising community awareness of sustainable waste management practices. The study emphasizes that the creative transformation of textile waste contributes to circular economy principles, supporting resource efficiency and reducing environmental burden. In conclusion, the integration of creativity, innovation, and digital technology utilization emerges as a sustainable strategy for developing a creative economy based on waste materials. These findings provide insights for entrepreneurs, policymakers, and communities in promoting environmentally friendly business models while simultaneously driving inclusive economic growth.

Starbucks is one of the brands committed to sustainability by combining sales promotions with sustainability messages to attract the attention of environmentally conscious consumers as a marketing strategy. This study aims to determine the credibility of green advertising, determine sales promotions, determine purchasing decisions, measure the influence of green advertising credibility, measure the influence of sales promotions, measure the influence of green advertising and sales promotions credibility on purchasing decisions. The theories used in this study are the credibility of green advertising Verleye and De Ryuck (2023), sales promotions Kotler and Armstrong (2020), and purchasing decisions Kotler and Armstrong (2020). This study uses a quantitative approach with a survey method, and questionnaires are distributed as data collection instruments. The sample in this study was 126 respondents from Instagram followers @starbucksindonesia who were determined using the Slovin formula, then the sample was drawn using a simple random sampling technique. The results of this study indicate that respondents responded in agreement with the credibility of green advertising (X1), respondents responded in agreement with sales promotions (X2), respondents responded in agreement with purchasing decisions (Y), and the credibility of green advertising and sales promotions has an influence on purchasing decisions. This study shows that simultaneously the credibility of Starbucks' green advertising and sales promotions has a significant influence on purchasing decisions.

Posters are an important means of conveying information and promoting products or services to a wider audience through the power of visual communication. This research focuses on redesigning promotional and informational posters to support the marketing strategy of the Kopi Es Tak Kie website, a long-standing Chinese culinary heritage in Jakarta. The main objectives of this research are to enhance visual appeal, expand market reach, and strengthen cultural values ​​through print media designs that are representative and relevant to the development of the digital era. The approach used is visual communication design with the Design Thinking method. The stages in this method include audience needs research, design concept design, prototyping, and usability evaluation involving target respondents. In the visualization process, Figma software was used to arrange the poster layout, while Procreate was utilized to create complementary illustrations that provide an artistic and authentic feel. The resulting poster design emphasizes the use of a color palette of brick red, cream, and dark blue, combined with script and sans-serif typography. This combination was chosen to convey a cultural message while emphasizing the exclusive image of the Kopi Es Tak Kie brand. The visual harmony of color and typography enhances the cultural narrative while emphasizing the modern brand identity. The primary audience for this poster is young adults aged 22–40 who are interested in the fusion of traditional coffee culture and modern lifestyle. The findings of this study indicate that the redesigned poster is effective in bridging cultural heritage with digital branding, strengthening the identity of Kopi Es Tak Kie across both offline and online platforms. Thus, the poster medium is proven to act as a communication bridge connecting historical values ​​with contemporary marketing strategies.

This study aims to analyze the business development strategy of Siecraft, a creative that transforms waste into environmentally friendly and marketable products. The research uses a qualitative method with a case study approach through in-depth interviews, observation, documentation, and the distribution of questionnaires to 30 respondents. The analysis focuses on production, finance, marketing, and human resources, supported by a SWOT analysis. The results show that Siecraft’s main strengths lie in its unique products, use of waste materials, and social value. However, weaknesses remain in digital promotion and production management. The SWOT analysis places the business in Quadrant I (aggressive strategy). Development strategies are directed toward product innovation, improving digital promotion quality, and expanding partnerships to support business sustainability. However, despite these strengths, the business faces several challenges. The weaknesses identified include limited digital promotion efforts and inefficient production management. These areas require urgent attention to enhance overall business performance and market visibility. Furthermore, the SWOT analysis places Siecraft in Quadrant I, signifying an aggressive growth strategy. This suggests that the company should capitalize on its current strengths while addressing its weaknesses to achieve sustainable growth. The recommended development strategies include focusing on product innovation to keep up with market trends and customer demands. Improving the quality of digital marketing efforts is also crucial to expand its customer base and reach new markets. Additionally, expanding partnerships with other businesses and organizations can provide the necessary resources and networks to foster sustainability and long-term success. Overall, the business development strategy aims to strengthen Siecraft’s competitive edge and promote environmental consciousness while achieving financial success.

This research aims to formulate a business development strategy for AK Laundry, a micro, small, and medium enterprise (MSME) located in Palembang that operates in the laundry service industry. As competition in this sector continues to intensify, MSMEs are required to adapt quickly through effective strategic planning. The study employed a descriptive qualitative approach, with data collected through interviews, direct observations, documentation, and questionnaires, ensuring a holistic understanding of both internal and external conditions. The analysis was carried out using the SWOT framework, which identifies internal strengths and weaknesses, as well as external opportunities and threats. The findings reveal that AK Laundry possesses several strengths, including good relationships with its loyal customer base, competitive pricing that appeals to a wide range of market segments, and a strategic location that facilitates accessibility. However, weaknesses were also identified, such as limited promotional efforts, particularly in digital channels, and occasional delays in completing customer orders, which may affect satisfaction and trust. From an external perspective, AK Laundry has opportunities to expand its services, particularly through the growing demand for pickup and delivery facilities, as well as changes in consumer lifestyles that increasingly prioritize practicality and efficiency. Nevertheless, the enterprise must also address potential threats, such as intense competition in pricing strategies among similar businesses and the risk of item loss, which could undermine its reputation. Based on the SWOT matrix, AK Laundry is positioned in Quadrant I, indicating that it holds considerable potential for aggressive growth. Therefore, the recommended strategies include strengthening digital marketing initiatives, introducing innovative services to differentiate from competitors, enhancing employee competencies through training programs, and upgrading equipment to improve service quality and speed. These strategies are expected to help AK Laundry leverage its strengths and opportunities effectively, ensuring sustainable development and competitiveness in the MSME laundry service sector.

This study aims to analyze the influence of brand image, product variety, and bundling price on purchasing decisions among X consumers. The method used is a quantitative approach with a causal research design, so as to be able to explain the cause-and-effect relationship between variables. The research data was obtained by distributing questionnaires to 96 respondents who are active consumers of X. To ensure data quality, a series of tests were conducted including validity, reliability, normality, linearity, multicollinearity, and heteroscedasticity. The main analysis used multiple linear regression supported by t-tests, F-tests, and coefficient of determination (R²) processed using SPSS software version 26. The results showed that brand image had a significant effect on purchasing decisions, indicating that consumers' positive perceptions of X's reputation were able to encourage higher purchasing interest. Bundling price also proved to have a significant effect, because the strategy of combining package prices was considered to provide economic benefits and added value for consumers. In contrast, product variety did not have a significant effect, indicating that consumers place more emphasis on brand image and pricing strategies than simply menu diversity. However, when tested simultaneously, all three variables were still shown to have a significant influence on purchasing decisions. The coefficient of determination value of 0.594 indicates that the combination of the three variables can explain 59.4% of the variation in purchasing decisions, while the remaining 40.6% is influenced by other external factors such as service quality, consumer trends, promotions, and customer experience. These findings reinforce the understanding that a strong brand image-based marketing strategy and the implementation of appropriate bundling prices can be key to increasing consumer appeal. For local coffee businesses like X, this study provides practical implications to focus more efforts on strengthening brand image, creating a consistent consumer experience, and optimizing pricing strategies.

Lake Maninjau specialty food souvenir shop is one of the micro businesses that sells a variety of traditional regional food products. So far, the marketing process and transaction management are still done manually, which causes limited market reach, difficulty in recording sales, and lack of effectiveness in product promotion. This research aims to design a web-based marketing information system to support the sales process, promotion, and data management in a more efficient and integrated manner. The system development method uses the System Development Life Cycle (SDLC) approach of the waterfall model, which includes the planning, needs analysis, system design, implementation, and testing stages. Data collection was conducted through field observations, interviews with business owners, questionnaires to customers, and literature studies related to information systems and digital marketing strategies. The designed information system includes various main features such as product data management, sales transaction recording, automatic sales report generation, social media integration, and product promotion pages. In the marketing aspect, this system allows businesses to display product catalogs online, provide real-time promotional information, and establish direct interaction with customers through contact and ordering features. In addition, the use of this system allows stores to reach a wider market, including potential customers from outside the Lake Maninjau area, through an integrated digital marketing strategy. The implementation results show that this web-based system can increase the effectiveness of product promotion, speed up the transaction process, and improve the quality of customer service. With this system, souvenir shops can compete more competitively in the digital era, as well as strengthen brand image and customer loyalty through more structured and sustainable marketing.

This study aims to analyze the influence of Instagram social media, brand image, and product innovation on consumer purchasing decisions at Xlocated in Blok M Plaza, South Jakarta. The background of this study is based on the increasingly fierce competition in the culinary industry, especially in pastry products. This competition requires business actors to have the right marketing strategy, not only in terms of promotion, but also in maintaining brand quality and presenting product innovations that suit consumer needs. In the current digital era, social media has become one of the most powerful tools to influence consumer behavior. The research method uses a quantitative approach with a survey technique by distributing questionnaires to 100 respondents who are Xconsumers. The research instrument was compiled using a Likert scale, then the collected data were analyzed using the multiple linear regression method with the help of the SPSS application. This analysis aims to see how much influence the independent variables, namely Instagram social media, brand image, and product innovation have on the dependent variable, namely purchasing decisions. The results of the study show that all three variables have a positive and significant effect on consumer purchasing decisions. This means that the better the marketing strategy through Instagram, the stronger the brand image built, and the higher the level of product innovation, the consumer purchasing decisions will increase. These findings highlight the importance of integrating digital marketing with product development to achieve competitive advantage. The findings of this study provide practical implications for businesses, particularly in the culinary industry, to focus more on digital marketing strategies and product innovation that can meet consumer preferences and strengthen brand positioning in the market.

This study aims to analyze the Public Relations (PR) strategy of Gen FM in building and maintaining relationships with stakeholders through its official Instagram account, @gen987fm. The background of this research lies in the paradigm shift of PR communication patterns from conventional to digital platforms, alongside the growing importance of establishing long-term, strategic relationships in the era of media convergence. The study adopts Ledingham and Bruning’s Relationship Management (RM) theory as its analytical framework, which consists of five key dimensions: trust, commitment, openness, relationship satisfaction, and mutual interest. Employing a descriptive qualitative approach, data were collected through in-depth interviews with Gen FM’s PR team, the Head of Digital Content, selected audience members, and business partners. These interviews were further supported by observation and documentation of content published on Instagram. The findings reveal that Gen FM effectively applies the five dimensions of relationship management theory in its PR practices through digital media. Trust is fostered by presenting credible and relevant content; commitment is demonstrated by maintaining consistent interactions with audiences; openness is shown by accommodating feedback and criticism; satisfaction is achieved through personal and engaging approaches; and mutual interest is realized through promotional collaborations that benefit both the radio station and its partners. Nevertheless, stakeholders also expressed expectations for Gen FM to further enhance its Instagram presence by being more active, responsive, and innovative in order to strengthen engagement and adapt to the dynamic needs of digital audiences. In conclusion, this study emphasizes that Instagram functions as an effective medium for Gen FM to implement strategic and adaptive PR relationship management. The platform not only facilitates two-way communication but also strengthens brand positioning by fostering sustainable stakeholder relationships in a rapidly evolving digital landscape.

This study aims to determine the implementation and evaluation results of the marketing strategy for bakery and pastry products sold in the lobby lounge of Hotel Fairfield By Marriott Surabaya. This study used a combined qualitative and quantitative approach to obtain a more comprehensive picture. Data collection techniques were conducted through direct observation at the research location and interviews with relevant parties. Furthermore, data analysis was also strengthened by distributing a Likert-based questionnaire to three main respondents: the F&B Manager, the Daily Worker Pastry, and the Marketing Team. This mixed-method approach allowed the researcher to capture both numerical evaluation and in-depth qualitative insights. The results showed that the product strategy has been running quite well, especially in terms of quality and implemented work procedures. However, there are still weaknesses in the innovation aspect, as the products do not yet have distinctive characteristics that can serve as a key differentiator from competitors. In other words, the bakery and pastry products still lack a unique selling point that could strengthen brand identity. In terms of pricing strategy, the hotel uses a premium pricing system, which is considered appropriate for the image of a four-star hotel. However, this approach is still not flexible enough to optimally reach consumers outside the hotel. The promotional strategy is considered to have been implemented quite well, especially through bundling packages and the use of social media. However, existing promotions have not been implemented consistently and tend to be unstructured. Consistent promotion is essential to maintaining customer engagement and building long-term brand awareness. Meanwhile, the location strategy is considered quite effective because products are displayed in areas easily accessible to hotel guests. However, opportunities through digital distribution channels, such as online bookings, have not been maximized. Expanding digital distribution channels could significantly increase market reach and sales performance.

In addition to personal selling, Adhiwangsa Hotel and Convention Solo also utilized other IMC tools such as direct marketing, public relations, and digital marketing to maximize the effectiveness of their promotional efforts for the "So Kiss Me 2024" event. The hotel leveraged its existing customer database to send personalized invitations and promotions through WhatsApp, which proved to be an effective channel for engaging with customers directly. Social media platforms were also used to create awareness and drive attendance, with consistent messaging across all channels to maintain a unified brand voice. Furthermore, the hotel emphasized the importance of building strong relationships with its customers by maintaining regular communication. This strategy helped foster trust and loyalty, as customers felt valued and personally attended to. The event was promoted not only through traditional marketing tools but also through word-of-mouth, leveraging employees' personal networks to spread the message. The study also highlights the role of digital marketing tools in enhancing the reach of the hotel's communication efforts. By utilizing platforms like Instagram, Facebook, and WhatsApp, Adhiwangsa Hotel was able to reach a broader audience, particularly among younger consumers who are more active on social media. These platforms allowed for real-time updates, engagement, and interaction with potential customers, making the event more dynamic and accessible. Overall, the success of the "So Kiss Me" event can be attributed to the hotel's effective use of integrated marketing communications, where personal selling played a significant role in delivering a more personalized and direct message to potential customers. This case study illustrates the importance of adopting a multi-channel communication strategy to effectively engage target audiences and achieve marketing objectives.

This study aims to analyze the influence of advertising, trust, and discounts on purchasing decisions among Shopee app users, focusing on students from the Faculty of Economics and Business, Slamet Riyadi University, Surakarta as respondents. The background of this study departs from the increasing competition in e-commerce in Indonesia, which requires each platform to develop appropriate marketing strategies to attract consumers' attention and build their loyalty. The research method used was a quantitative survey involving 100 respondents selected through a convenience sampling technique, allowing researchers to quickly obtain data from relevant target groups. The collected data were then analyzed using multiple linear regression methods to test the proposed hypotheses. The results showed that consumer trust in the Shopee app has a significant influence on purchasing decisions, meaning that the higher the level of trust, the more likely consumers are to make purchases through the app. In addition, the discount factor was also proven to have a significant influence on purchasing decisions, indicating that price cuts are still an effective strategy in influencing consumer behavior, especially students. Conversely, the advertising variable did not show a significant influence on purchasing decisions, which could mean that the intensity or quality of advertising is not strong enough to drive purchasing decisions in this respondent segment. The findings of this study provide practical contributions for Shopee in designing more targeted marketing strategies, emphasizing the importance of building and maintaining consumer trust, as well as utilizing proven effective promotional strategies such as discounts. Therefore, this study not only enriches the literature on consumer behavior in the e-commerce context but also offers useful recommendations for digital business practitioners in increasing competitiveness.

The purpose of this study is to determine the extent to which the relationship between quality and promotion influences customer decisions in selecting Micro People's Business Credit (KUR) products at PT Bank Sumsel Babel KC Palembang. This study applies a quantitative approach, where the entire population consists of 765 customers, with 88 people being sampled through a purposive sampling technique. The data sources used in this study include primary and secondary data, obtained through direct interviews with related parties and the distribution of questionnaires to respondents who have met the research criteria. To analyze the data, a series of instrument feasibility tests, classical assumption tests, and data processing using multiple linear regression analysis were conducted. This analysis includes a t-test (partial), F-test (simultaneous), and the coefficient of determination (R²) to measure the strength of the influence of the independent variables on the dependent variable. Based on the results of the analysis, it was found that both service quality and promotion have a positive and significant influence on consumer decisions, both partially and simultaneously. This indicates that the better the service quality and the more effective the promotion, the higher the tendency of consumers to decide to choose KUR Micro products. The coefficient of determination (R²) of 0.894 indicates that 89.4% of customer decisions can be explained by service quality and promotions, while the remaining 10.6% is influenced by other factors not examined in this study, such as economic conditions, personal experience, recommendations from third parties, and psychological factors. These results provide an important influence for bank management in developing more targeted service and promotion strategies. The results of this study can also serve as a basis for strategic policy-making in developing banking products based on customer needs.

This study explores the influence of digital marketing, service quality, and product innovation on customer satisfaction among Skintific skincare consumers on TikTok Shop. Employing a quantitative, explanatory research design, the study used purposive sampling to collect 200 valid responses from consumers who had purchased Skintific products via TikTok Shop. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS, preceded by validity, reliability, and classical assumption tests. The results revealed that product innovation had the most significant impact on customer satisfaction (β = 0.589, p < 0.001), followed by service quality (β = 0.343, p < 0.001). However, digital marketing did not have a significant direct effect on customer satisfaction (β = 0.019, p = 0.746). The model explained 86.9% of the variance in customer satisfaction (R² = 0.869), indicating strong combined effects from the three factors. These findings suggest that post-purchase factors, particularly product innovation and service quality, are more decisive in influencing customer satisfaction than promotional efforts alone. Managerial implications highlight the importance of continuous product development, enhancing service responsiveness and reliability, and integrating digital marketing with value delivery to optimize customer satisfaction. The study contributes to social commerce literature by clarifying the distinct roles of marketing, service quality, and innovation in the context of TikTok Shop, providing both theoretical insights and practical guidance for brand strategy in social commerce platforms. This research adds to the understanding of how businesses can strategically leverage product innovation and service excellence to enhance consumer satisfaction and foster long-term customer loyalty in the competitive social commerce landscape.

In the 4.0 era, technological advances offer significant opportunities, especially for entrepreneurs who develop their businesses through online platforms such as the Shopee e-commerce marketplace. This study examines the use of Shopee as a marketing communication medium by the Tabriizhijab store. Using a qualitative research method with a descriptive approach, this study is able to describe the digital marketing strategy implemented by the Tabriizhijab store owner through the use of various Shopee features such as store vouchers, free shipping, Shopee Live, Shopee Feed, and paid advertising. The findings of this study indicate that Shopee has a significant impact on improving store sales performance. However, it turns out that several challenges still exist, such as a limited understanding of Shopee features that can cause owners to be left behind by Shopee marketing trends, intense price competition between other sellers who offer lower prices for their products, a lack of specialized personnel to handle digital marketing that leads to less than optimal store management, and difficulties in committing to providing responsive service to consumers. Despite facing these challenges, through effective communication strategies, appropriate and optimal use of social media, and improving service quality, Tabriizhijab has been able to build a positive brand image and increase consumer purchasing interest. This study highlights the importance of an appropriate digital marketing communication strategy amidst increasingly fierce market competition. Furthermore, the study emphasizes the importance of managing and utilizing consumer data obtained through platforms like Shopee to formulate more effective and targeted marketing strategies. By utilizing available analytics features, Toko Tabriizhijab can better understand consumer behavior, product preferences, and evolving market trends. This allows the store to adjust its marketing strategy, offer more relevant promotions, and improve the overall customer experience.

This study aims to identify internal and external factors influencing the development of the Arunika Wedding Organizer business in Padang City and formulate appropriate strategies through a SWOT analysis approach. The research method was conducted qualitatively, with data collection techniques through in-depth interviews with five informants, consisting of business owners, employees, and vendors who collaborate with Arunika. The data obtained was then analyzed to map the strengths, weaknesses, opportunities, and threats faced by the company. The results show that the main strengths of Arunika Wedding Organizer lie in responsive service to client needs, solid team coordination, and good working relationships with supporting vendors. These factors are important capital in maintaining consumer trust. However, the study also found weaknesses such as a limited number of part-time teams that can hinder operational flexibility, and suboptimal digital promotions that limit market reach. From the external side, opportunities that can be utilized include the increasing trend of more personal and simple intimate weddings, and the high demand for one-stop services, where all wedding needs can be accommodated by a single service provider. Meanwhile, the threats faced stem from intense price competition with similar service providers and relatively rapid changes in wedding trends, requiring the company to be constantly adaptive. Based on the SWOT matrix analysis, Arunika Wedding Organizer falls into quadrant IV (hold and maintain). Therefore, the recommended strategy is to maintain existing strengths while addressing existing weaknesses, particularly in human resources and digital promotion.

This research aims to analyze the branding strategy implemented by the Public Relations (PR) division of the Museum of Islamic Indonesia K.H. Hasyim Asy’ari (MINHA) in developing the identity of Indonesian Islam. Using a descriptive qualitative approach, data were obtained through observation, interviews, and documentation. The analysis applies Sicco Van Gelder’s brand strategy theory, which consists of three main dimensions: brand positioning, brand identity, and brand personality. The findings indicate that MINHA’s PR strategically and consistently implements branding through three key aspects: organizing public events, utilizing social media, and incorporating architectural design to reinforce the identity of Indonesian Islam. These strategies have successfully shaped the museum’s image as inclusive, educational, and youth-friendly, presenting a moderate and tolerant face of Indonesian Islam. The role of PR extends beyond promotion to become a driving force in conveying the narrative of Indonesian Islam through adaptive communication approaches. This study recommends optimizing additional digital platforms and developing an official website to further strengthen the museum’s branding on a broader scale.

In the digital era, conventional media such as radio face significant challenges due to shifts in media consumption behavior, particularly among urban youth who prefer digital platforms and social media. Jak 101 FM has adapted by utilizing Instagram digital media in an off-air program titled “Jak After School” to reach a broader audience and build a positive image. This study examines the public relations strategy of Jak 101 FM in managing Instagram as part of promotion and image enhancement using descriptive qualitative methods and Chris Heuer's 4C theory (context, communication, collaboration, and connection). Research findings show that Jak 101 FM's public relations strategy involves creative content production, utilization of Instagram's interactive features, collaborating with local communities and influencers, and building emotional connections with audiences. The “Jak After School” program become an effective medium that strengthens audience loyalty and maintains Jak 101 FM's existence amid digital media industry competition.

This study aims to analyze the business development strategy of Depot Kusen Rahmat by reviewing four main aspects, namely production, human resources (HR), finance, and marketing. The analytical approach used in this study is SWOT (Strengths, Weaknesses, Opportunities, Threats) and QSPM (Quantitative Strategic Planning Matrix). Primary data was obtained through a survey of 16 respondents who are active consumers of Depot Kusen Rahmat. The results of the SWOT analysis identified that the company has four strengths, four weaknesses, four opportunities, and four threats. The most dominant internal strength is efficient and neat products, with the highest weighted score of 0.509, which indicates that the quality of production results is the main competitive advantage. On the other hand, the main weakness found is the absence of a product catalog, with a score of 0.158, which indicates a lack of visual information media as a means of product promotion and communication to consumers. From external factors, the biggest opportunity is the increasing consumer interest in custom products, with a score of 0.479, which indicates a positive trend towards product personalization. The most significant threat is the rapidly changing design trends, with a score of 0.186, which requires the company to be more adaptive to changing market tastes. Based on the results of the SWOT matrix analysis, the company's position is in Quadrant I with an IFAS value of 1.368 and EFAS of 1.206, which indicates that the company is in a position to support an aggressive growth strategy. The QSPM results recommend prioritizing strategies in the form of emphasizing quality and balanced prices, followed by improving customer service and developing high-quality custom products as strategic steps to win market competition and increase business competitiveness sustainably.