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The results of the study show that pricing strategy contributes dominantly to increasing sales, but the lack of digital promotion causes limited market reach. Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving national economic development and providing employment. However, in facing an increasingly competitive market, MSMEs need to implement efficient marketing strategies to ensure sustainability and sustainable growth. This community service activity aims to provide knowledge and assistance to Indonesian Es Teh MSMEs regarding the implementation of flexible marketing strategies, both through digital and traditional channels. The activity took place at the Es Teh Kampung Solo outlet in Kramatwatu Square. The methods used included counseling, training, and assessment of marketing strategy implementation, with a primary focus on optimizing social media as an interactive and competitive digital promotional tool. The results of this activity demonstrated a significant increase in MSMEs' understanding of strategic marketing planning, promotional innovation, and the use of digital platforms to expand market reach. Thus, it is hoped that digital-based marketing strategies can strengthen the competitiveness and sustainability of MSMEs. This activity is expected to contribute to increasing the competitiveness and sales volume of the Kampung Solo Es Teh MSME in a sustainable manner through the implementation of a modern marketing approach that is responsive to technological changes.

This study aims to analyze the implementation of digital marketing in increasing sales of small and medium enterprises (SMEs) in the bedding equipment sector on online platforms. The background of this research is driven by the high level of competition in marketplaces and the need for business actors to optimize digital marketing strategies to remain competitive. The research method used is Participatory Action Research (PAR), combined with SWOT analysis to identify business conditions comprehensively. Data collection techniques were carried out through direct observation of production and marketing activities. The results show that the implementation of digital marketing through marketplaces and social commerce can expand market reach, increase sales volume, and enhance the business actor’s understanding of managing online marketing strategies. In addition, product content optimization, the use of promotional features, and customer service play an important role in increasing consumer trust and purchase decisions. However, challenges such as high advertising costs and frequent changes in platform policies were also identified. Overall, this study concludes that well-planned and efficient digital marketing strategies can improve competitiveness, profitability, and business sustainability of SMEs in the digital era.

SMEs play an important role in Indonesia's economy, one of which is the woodcraft industry that has great potential for export. Putra Mandiri Woodcraft (PMW) faces sales instability, ranging from 30% to 145.48% of the set target, which affects production efficiency. This study aims to formulate an effective marketing strategy to increase sales volume and business competitiveness. The methods used in this study include the IFE and EFE Matrix analysis to identify internal and external factors affecting the company, SWOT analysis to formulate various strategies, and QSPM to determine strategy priorities based on the Total Attractiveness Score (TAS) value. The analysis results show that Putra Mandiri Woodcraft has an IFE score of 2.70 and an EFE score of 2.80, indicating that the company's internal condition is quite strong, although the response to external factors is still moderate. The company's main strengths lie in product quality and consumer trust, while its weaknesses are the lack of innovation in product design. Based on the SWOT analysis results, eight potential strategies were found, and the QSPM shows that expansion through a marketplace based on product quality and more varied designs is the main priority with a TAS value of 6.16.

This study aims to analyze the marketing strategy of Betet Rice at Toko Cendrawasi Fakfak. The research uses a qualitative approach with data collection methods including field research, interviews with managers and employees, observations on sales data management, and documentation. The data were analyzed using marketing mix analysis and SWOT analysis. The results show that Betet Rice is distributed directly to customers through Toko Cendrawasi Fakfak, which acts as a distributor of the product. Toko Cendrawasi has made efforts to provide significant market access for Betet Rice marketing, with products and prices adjusted to customer desires and purchasing power. The marketing strategy used involves the marketing mix of product, price, promotion, and distribution, which has led to an increase in demand for Betet Rice every year. Based on the SWOT analysis, the marketing strategy implemented includes strengths in strong financial conditions and a fleet of ships, weaknesses in the lack of attention to key marketing elements, opportunities in market analysis and customer segmentation, and threats from increasing competition and globalization of competitors offering similar products.

This study examines the SWOT analysis in facing the business competition of motorcycle sales at PT. Tunas Honda Rantepao. The purpose of this research is to understand the internal and external conditions of the company and how strategies can be applied to address the existing challenges. The research method used is qualitative, with data collection through interviews and documentation. Data analysis techniques are carried out through data collection, data reduction, and data presentation steps. The results of the study indicate that the rapid advancement of technology poses a challenge for PT. Tunas Honda Rantepao, forcing this motorcycle dealer to continually innovate in its marketing strategy. Based on the analysis of the company's internal and external conditions, a SWOT analysis was conducted to evaluate the strengths, weaknesses, opportunities, and threats faced. From this analysis, various strategic alternatives were identified that can be applied to improve performance and competitiveness of PT. Tunas Honda Rantepao in the motorcycle market, both in terms of utilizing technology, improving service quality, and developing more effective marketing.

The development of information technology (IT) has become a crucial element in improving operational efficiency and business competitiveness in the digital era. This study aims to design an information technology infrastructure strategy for a local skincare company that currently still faces obstacles due to fragmented communication processes and manual data recording. The research method uses the Ward and Peppard framework, supported by SWOT and Value Chain analysis to identify the internal and external business environment and formulate an IS/IT strategy that aligns with the business strategy. The research approach is descriptive qualitative through interviews, observations, and literature studies. The analysis results indicate that the main problem lies in the lack of infrastructure capable of integrating production, distribution, and inventory management processes. Based on these findings, this study recommends designing an infrastructure strategy that supports the implementation of the integrated system "Sivendor". This system functions as a hub that connects workflows between production vendors, warehouses, and sales departments. In conclusion, this study produces a blueprint for an adaptive IT infrastructure strategy as a technical foundation to minimize data errors, improve operational efficiency, and support real-time decision-making.

This study aims to formulate an information technology development strategy for CV. Situsindo Prima using the VRIO (Value, Rarity, Imitability, Organization) and SWOT (Strengths, Weaknesses, Opportunities, Threats) approaches. CV. Situsindo Prima is a company engaged in Software Development and IT Consulting, focusing on providing technological solutions for both public and private sectors in Purwokerto, Indonesia. The research employs a qualitative descriptive approach by utilizing secondary data obtained from the company profile, literature reviews, and previous studies relevant to strategic information systems management. The results indicate that the company possesses several competitive advantages derived from its competent human resources, strong project reputation, and well-established relationships with public institutions. The VRIO analysis reveals that these resources have significant strategic value and potential for sustainable competitive advantage if supported by an effective organizational system. The SWOT analysis further identifies that internal strengths can be leveraged to capture external opportunities, such as the increasing demand for digital transformation and government support for technological innovation. The formulated strategies include developing a knowledge management system, implementing Service Level Agreements (SLA) for after-sales services, innovating products based on cloud computing and Internet of Things (IoT), and enhancing human resource capabilities through training and certification programs. In conclusion, this research successfully achieved its objectives by producing a comprehensive and applicable IT development strategy for CV. Situsindo Prima. The findings are expected to serve as a reference for strategic planning and strengthening competitive advantage within the digital transformation era.

This study develops a strategic information system plan to improve customer service at the Food Mood MSME in the food and beverage sector. The Ward and Peppard framework is used to map the business and technology environment through Value Chain, SWOT, PEST, and Porter's Five Forces analyses, which are then broken down into Critical Success Factors and measurable key performance indicators. The research design is a qualitative case study with semi-structured interviews with the owner and employees, observations during peak hours, and a review of operational documents. The mapping results in a prioritized portfolio that places a cloud-based point-of-sale system integrated with QRIS, a lightweight inventory and procurement module, a kitchen display system, and basic accounting as the foundation, followed by a mini customer relationship management and loyalty program, online channel integration, a sales dashboard, and simple demand forecasting. The formulated performance targets include a wait time of no more than eight minutes, an order error rate below one percent, stock-outs of less than one day per month, and 100% transaction recording. The suggested three-month roadmap is operational and provides immediate benefits in terms of increased service speed, data accuracy, and potential customer retention, while also confirming the relevance of Ward and Peppard's approach for the Indonesian MSME context.

Traditional markets play a central role in the local economic system and the social life of communities, particularly in Medan City. However, the dynamics of urbanization, competition from modern retail, and changes in consumer behavior have posed significant challenges to their sustainability. This study aims to analyze the relationship between the strategic location of traditional markets and their economic performance using a mixed-methods approach and spatial analysis. The research focuses on six traditional markets in Medan City: Petisah Market, Sukaramai Market, Beruang Market, Ikan Lama Market, Sei Sikambing Market, and Pringgan Market. Quantitative data were collected through questionnaires using a Likert scale and analyzed descriptively and correlationally, while qualitative data were gathered through field observations and in-depth interviews to interpret the socio-spatial context of each market. The key variables include accessibility, commodity diversity, and environmental comfort, which are linked to economic performance indicators such as visitor numbers, buyer loyalty, and sales stability. The results show that Petisah, Pringgan, and Ikan Lama Markets scored highest in these variables and demonstrated better economic performance. Correlation analysis identified commodity diversity as the most influential factor on economic performance, followed by environmental quality and accessibility. To strengthen the analysis, a SWOT model was also applied to identify the strengths, weaknesses, opportunities, and threats faced by traditional markets. This analysis reveals that the primary strengths of the markets lie in their location and social interaction, while the main challenges stem from a lack of modern management and pressure from digital markets. This study recommends development strategies based on local advantages, infrastructure modernization, market information digitalization, and cultural promotion as steps to sustainably enhance the competitiveness of traditional markets amid urban spatial changes.

One type of MSME that assists individuals in meeting their basic needs is the grocery store. The presence of small grocery stores greatly strengthens the local economy, especially in rural areas. Conventional grocery stores still survive and make a significant contribution to the local economy, despite the presence of several more contemporary retail companies in recent years. This study aims to evaluate the strategies used by MSME "Warung Bunda Dirga," including social media advertising, digital delivery services, customer service, product selection and styling, and more. Using SWOT analysis, business owners can plan product development, optimize competitive advantages, anticipate emerging threats, and take advantage of market opportunities to increase customer satisfaction, by thoroughly understanding Warung Bunda Dirga's strengths, weaknesses, opportunities, and threats, owners can make strategic decisions that drive the growth and sustainability of the company. It is expected that the strategies used will increase the company's sales and profitability in the long run. For this qualitative study approach, data was collected through direct interviews. In the face of the explosive expansion of minimarkets and the increasing number of competitors, the owner of Warung Bunda Dirga must devise strategies that can maintain customer loyalty and ensure the survival of the company in the long run.

Marketing plays a vital role in enhancing business competitiveness, particularly in dynamic market environments. This study investigates the implementation of the marketing mix strategy (7P) in AD Produksi, a garment manufacturing business in Malang specializing in ready-to-wear clothing. The objective is to identify suitable pricing and promotional strategies to address recent sales stagnation. A qualitative descriptive method was employed, using interviews, observations, and documentation as data collection techniques. The analysis was conducted using a SWOT framework to determine a more effective marketing strategy. The findings reveal that AD Produksi's business falls into SWOT quadrant III, indicating the need to minimize internal weaknesses while leveraging external opportunities. The study recommends adopting competitive and flexible pricing strategies, such as volume discounts and bundled offers. In terms of promotion, the use of social media platforms like Instagram and TikTok, alongside e-commerce platforms such as Shopee, is crucial for enhancing product visibility. Allocating budgets for digital advertising is also suggested to maximize promotional impact. The research implies that aligning pricing with competitor analysis, utilizing technology to boost efficiency, and strengthening brand presence through optimized digital marketing are essential for AD Produksi’s business growth.

Dangke is a local food product with high nutritional value that has become an inseparable part of the culture and economy of the community. It is made from traditional cheese typical of Enrekang Regency. Despite having great potential as a superior regional product, Dangke micro, small, and medium enterprises (MSMEs) face various obstacles, especially regarding short product durability (expiration date), simple packaging, lack of product innovation, and less than optimal marketing reach. Therefore, strengthening branding and optimizing marketing is crucial to increasing the competitiveness and desirability of Dangke MSMEs. This community service aims to analyze existing conditions, formulate, and implement strategies to strengthen Dangke product branding. The implementation methods include initial surveys, SWOT analysis training, comprehensive training and education on branding (brand identity, visual design), as well as implementation assistance and evaluation of travel impacts. Participatory and community-based approaches are at the heart of this activity. The results of the community service are expected to increase Dangke brand awareness, encourage innovation of derivative products (for example, dangke crackers with innovative flavors and packaging), expand distribution channels (including digital marketing), and ultimately increase sales and income of Dangke MSMEs. This program also has the potential to strengthen the local economy, preserve cultural heritage, and become a model for developing traditional food products in other areas.

Pondok Roti Da Jon is a small bakery business that has been established since 1986 in Bukittinggi. Pondok Roti Da Jon produces various traditional breads such as Malabar bread and fried bread. The Malabar bread produced by Pondok Roti Da Jon consists of two variants, namely original and pandan, while the fried bread consists of variants filled with coconut and banana. In the production process, Pondok Roti Da Jon is still done manually using improvised tools. Pondok Roti Da Jon's consumers are middle class and come from all walks of life, from children, teenagers, and adults. Currently, Pondok Roti Da Jon products are developing in a small-scale industry that grows by word of mouth, and its sales are distributed to markets around Bukittinggi. This design uses the 4D method consisting of 4 stages, namely the definition, design, development, and dissemination stages. Data collection techniques are primary data based on observations, interviews, and documents and secondary data obtained from books, journals, documents, newspapers, and the internet. The data analysis method is based on SWOT analysis, namely, Strengths, Weaknesses, Opportunities, and Threats. The concept used by Pondok Roti Da Jon is "Friendly, Family and Simple". This concept is the keyword for the author in determining the form of visual identity, starting with creating a logo as the main identity of Pondok Roti Da Jon. Apart from that, the author applies the principles of designing a logo in this design process.

This study aims to analyze the internal and external conditions of Kedai Kubo Kopi in Bandar Lampung using the SWOT approach and identify priority factors in marketing strategies to increase sales volume. A qualitative approach was used through interviews with owners, employees, and customers to obtain relevant data. The results of the SWOT analysis show that Kedai Kubo has strengths in high-quality manual brew coffee products, affordable prices, strategic location, friendly service, and attractive interior design. Its weaknesses include limited product variety, low profit margins, limited space during peak hours, dependence on digital promotions, and inadequate staff. Opportunities that can be utilized are the increasing public interest in quality coffee, potential collaboration with influencers, the growth of the coffee market in Indonesia, and the use of social media. The threats faced are competition from large coffee shops and franchises, fluctuations in raw material prices, changes in coffee consumption trends, and reputation risks due to inappropriate promotions. These findings indicate that Kedai Kubo Kopi needs to maximize existing strengths and opportunities, as well as overcome weaknesses and mitigate threats to increase sales volume effectively.  

Community service activities (PKM) located in Kempreng Rt26Rw 02, Tanjungsari village, Taman District, Sidoarjo Regency. This community service activity (PKM) aims to empower MSMEs in optimizing social media to market products, then provide direction so that MSME actors have and optimize social media accounts for business or can use them effectively and efficiently. This activity is expected to provide understanding and the ability of MSME actors in Bakar Rama and Seblak julid in using social media optimally so that it has an impact on business development and increases profits. This activity uses the Participatory Action Research (PAR) approach method which includes: interviews to find out the SWOT or problems faced by MSME actors in Bakar Rama and Seblak julid related to social media, making posters of product menus sold then making content about the products they sell, creating social media accounts and optimizing them. This PKM activity has been carried out smoothly according to the goals to be achieved, and getting good results. The results of this activity are that MSME actors understand how to use social media optimally, expand sales, and the products sold can be known to many people. However, there is one MSME that is less interested in using social media other than WhatsApp.

Community service activities (PKM) located in Kempreng Rt26Rw 02, Tanjungsari village, Taman District, Sidoarjo Regency. This community service activity (PKM) aims to empower MSMEs in optimizing social media to market products, then provide direction so that MSME actors have and optimize social media accounts for business or can use them effectively and efficiently. This activity is expected to provide understanding and the ability of MSME actors in Bakar Rama and Seblak julid in using social media optimally so that it has an impact on business development and increases profits. This activity uses the Participatory Action Research (PAR) approach method which includes: interviews to find out the SWOT or problems faced by MSME actors in Bakar Rama and Seblak julid related to social media, making posters of product menus sold then making content about the products they sell, creating social media accounts and optimizing them. This PKM activity has been carried out smoothly according to the goals to be achieved, and getting good results. The results of this activity are that MSME actors understand how to use social media optimally, expand sales, and the products sold can be known to many people. However, there is one MSME that is less interested in using social media other than WhatsApp.

This study aims to determine the SWOT analysis in increasing competitiveness at PT. Matahari Department Store Kediri. The problem in this study is "does SWOT Analysis play a role in increasing competitiveness at PT. Matahari Department Store Kediri. The research method used is the descriptive analysis research method, SWOT Matrix, External Factor Evaluation Matrix (EFE Matrix), Internal Factor Evaluation Matrix (IFE Matrix). The results of the study indicate that when PT. Matahari Department Store Kediri The competitive strategy implemented by PT. Matahari Department Store Kediri only provides quality products at affordable prices but also considers maximum product sales through social media, and maintains the company's image in the eyes of consumers so as to increase customer loyalty and the weighted value of the Internal Factor Evaluation Matrix (IFE Matrix) is 2.85 which indicates that the position of PT. Matahari Department Store Kediri has a very strong internal position. While the weighted value of the External Factor Evaluation Matrix (EFE Matrix) is 3.02 which indicates that PT. Matahari Departement Store Kediri in facing the dynamics of the external environment the company's position is relatively strong.

This study aims to analyze the marketing strategy implemented by Bika Ambon Nasywa, a traditional cake producer located in Sunggal Deli Serdang, Medan City, North Sumatra. A qualitative descriptive approach was used in this study, with data collection techniques through in-depth interviews, observations, and documentation analysis. Data analysis was carried out using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework to identify internal and external factors that influence the marketing of Bika Ambon Nasywa products. The results of the study indicate that the main strength of the product lies in its distinctive taste and the quality of the raw materials used, while weaknesses include limited product and packaging innovation. Opportunities that can be utilized include increasing consumer interest in traditional culinary and the development of information technology for digital marketing. Threats faced include competition with similar products and changes in consumer preferences. Based on this analysis, it is recommended that Bika Ambon Nasywa increase product innovation, improve packaging design, and utilize digital platforms such as social media for promotion in order to expand market share and increase sales.

Indonesia, as the world's sixth largest sugar market, faces an imbalance between sugar consumption and production, opening up opportunities for natural sweetener alternatives such as stevia. Stevia, which is low in calories and has the potential to reduce the risk of chronic diseases, is increasingly in demand. However, optimal business strategies to market stevia in Indonesia are still limited. This article aims to analyze PT Sweet on Stevia's business strategy by using Porter Five Forces and SWOT analysis. The method used is to link the two analyses to determine strategies in the aspects of service, marketing and sales, and operations. The results of the analysis show the importance of improving service quality, social media-based marketing, and operational efficiency in facing market competition. The findings provide insights for PT Sweet on Stevia to optimize its business strategy and contribute to the promotion of healthier sugar consumption patterns in Indonesia.

Micro, Small, and Medium Enterprises (MSMEs) play an important role in Indonesia's economy, but often find it difficult to adapt to the demands of marketing in the digital era. This community service aims to increase the marketing effectiveness of Draw Coffee MSMEs, a "ready-to-eat coffee" business based in Jakarta, by applying The Integrated Marketing Communications (IMC) concept. Its main goals include increasing brand awareness, expanding market reach, and building customer loyalty through a combination of digital and traditional marketing channels. The program uses methods such as SWOT analysis, market trend evaluation, and IMC strategies involving social media, digital marketing, and sales promotion. Over the course of three months, the program resulted in an 18% increase in sales, a 30% growth in social media engagement, and a 15% increase in new customers. Despite its success, challenges such as fierce market competition and the need for product diversification are still areas that need to be further developed.