Nurani Fitri, . (2025) IMPLEMENTASI ANALISIS SWOT DALAM STRATEGI PEMASARAN DIGITAL PADA PRODUK FASHION MUSLIM UMKM KW. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The Muslim fashion industry continues to grow rapidly in Indonesia, driven by increasing awareness of syar’i clothing and the advancement of digital technology. Bekasi Regency, as one of the buffer zones of the capital city, has become a strategic location for the development of Muslim fashion MSMEs, including UMKM KW, which actively promotes its products through digital channels. However, challenges remain in formulating an effective and sustainable digital marketing strategy. This study aims to analyze how the SWOT analysis approach can be applied to develop digital marketing strategies for Muslim fashion MSMEs using a qualitative method and SWOT analysis. Data were collected through interviews, SWOT questionnaires, observation, and documentation from business owners and relevant informants. The findings indicate that UMKM KW is in a relatively strategic position in digital marketing, supported by strong internal factors and significant external opportunities. Through SWOT and IE matrix analysis, it is concluded that UMKM KW has the potential to grow through collaborative strategies, enhanced digital content, and optimized promotional features.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110116065] [Pembimbing: Tati Handayani] [Penguji 1: Faizi] [Penguji 2: Lili Puspita Sari] |
| Uncontrolled Keywords: | Digital Marketing, MSME, Muslim Fashion, SWOT Analysis |
| Subjects: | B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | NURANI FITRI |
| Date Deposited: | 04 Sep 2025 07:46 |
| Last Modified: | 04 Sep 2025 07:46 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38327 |
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