Analysis of Marketing Strategy Optimization Based on Swot and QSPM in UMKM Ampyang Java (Case Study on UMKM Mentored by BANK Indonesia Solo)

Abstract

MSMEs play a strategic role in supporting the national economy, but often face challenges in developing effective, data-driven marketing strategies, especially amidst highly competitive and dynamic market changes. The Ampyang Jawa MSME—a traditional culinary business supported by Bank Indonesia Solo—experienced a decline in revenue due to weakening purchasing power, limited production capacity, and a lack of a workforce with adequate technical skills. Furthermore, the business's one-man-show nature makes strategic decision-making highly dependent on the owner. One significant obstacle limiting business expansion is the owner's reluctance to obtain financing from conventional banks due to religious considerations, particularly concerns about usury practices. However, this MSME has a unique promotional strategy, namely the educational tour "Ngepel Ampyang and Ndeplok Sambel," which has proven effective in attracting both local and out-of-town visitors. This program not only directly introduces the product but also creates a memorable experience that increases consumer loyalty and strengthens brand differentiation. This study aims to formulate an optimal marketing strategy for these MSMEs using the SWOT approach and the Quantitative Strategic Planning Matrix (QSPM) method. SWOT analysis is used to identify strengths, weaknesses, opportunities, and threats, while QSPM is used to assess and determine the most feasible strategic alternatives based on weights and relative attractiveness scores. The theoretical framework of this research refers to the 7Ps Marketing Mix approach as an operational marketing strategy analysis tool combined with the Resource-Based View (RBV) perspective to examine the internal strengths and sources of competitive advantage of MSMEs. This approach is used to assess how the business's resources, capabilities, and internal processes are strategically utilized to support competitiveness and sustainability. This research uses a qualitative approach with data collection techniques such as in-depth interviews, observation, questionnaires, and documentation. The research results indicate that the strategic position of MSMEs is in a maintain and hold condition, with priority strategies focused on optimizing Strength-Opportunity (SO) strategies. The main strategies include maintaining and strengthening production capacity through improving human resource competencies and selectively utilizing semi-modern equipment while maintaining traditional tastes, strengthening educational tourism-based promotions, as well as strengthening innovation networks, implementing simple digitalization, and improving relational capabilities with partners and local communities. These findings provide practical implications for the development of MSMEs with similar characteristics, especially those implementing organic growth, having a sharia preference, and managing businesses with a sole proprietorship model.