ANALISIS SWOT DALAM STRATEGI PEMASARAN: KAJIAN LITERATUR SISTEMATIS (SLR) TENTANG STRATEGI PEMASARAN UMKM DI ERA DIGITAL
Abstract
Abstrak. Penelitian ini bertujuan untuk melakukan kajian literatur sistematis (Systematic Literature Review/SLR) terhadap strategi pemasaran UMKM berbasis analisis SWOT di era digital. Metode SLR digunakan untuk mengidentifikasi, mengevaluasi, dan menganalisis secara kritis berbagai literatur akademik yang relevan, dengan data diperoleh dari jurnal dan artikel ilmiah melalui basis data daring seperti Google Scholar. Analisis dilakukan secara deskriptif kualitatif dengan pendekatan tematik terhadap empat komponen SWOT. Hasil kajian menunjukkan bahwa UMKM memiliki kekuatan dalam kemampuan adaptasi, inovasi produk, dan pemanfaatan pemasaran digital seperti Instagram, WhatsApp, dan Google Maps. Namun, kelemahan masih terlihat pada minimnya SDM yang melek teknologi, reaktivitas terhadap krisis, serta belum optimalnya pemanfaatan platform digital seperti TikTok Shop dan marketplace. Peluang muncul dari tren digitalisasi konsumen, dukungan pemerintah, dan tingginya minat terhadap produk lokal. Sementara itu, ancaman mencakup kompetisi yang semakin ketat, ketergantungan pada platform digital, serta risiko fluktuasi ekonomi. Temuan ini memberikan dasar strategis bagi pengembangan pemasaran UMKM yang adaptif dan berkelanjutan di era digital.
Kata kunci: UMKM, strategi pemasaran, SWOT, era digital, kajian literatur sistematis
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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