ANALISIS STRATEGI PEMASARAN DIGITAL MENGGUNAKAN METODE SWOT DAN QSPM (Studi Kasus: UMKM Kerupuk Tengiri Ibu Simin)

Micro, Small and Medium Enterprises (MSMEs) are an important part of the country's economy, although Micro, Small and Medium Enterprises are often considered to have a traditional connotation and have a small scale both in terms of number of employees, assets, turnover and low capital, but are very influential on the Indonesian economy. MSME Kerupuk Tenggiri Ibu Simin is one of the small industrial companies engaged in the production of crackers. The marketing carried out by MSMEs Kerupuk Tenggiri Ibu Simin has decreased due to the global Covid-19 pandemic which is worldwide and the marketing carried out has not been effective because it is only limited to the Central Cilacap environment and still uses WhatsApp social media to take advantage of buying and selling. This study aims to design a marketing strategy using the SWOT and QSPM methods. From the results of the study, the IFE matrix with a weight of 2,67 was produced, while the EFE matrix with a weight of 2.53. The results of the IE matrix calculation are in quadrant IV, which shows the grow and build strategy. The calculation uses the QSPM matrix with a TAS score of 1.84, so the strategy given is to utilize social media and marketplace platforms to facilitate buying and selling transactions.