RUJAK TAPAL KUDA AMBON: ANALISIS SWOT DAN STRATEGI TRANSFORMASI DIGITAL UNTUK PEMBERDAYAAN UMKM

Penulis

  • Hok Yizreel Breemer Souisa Go Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Pattimura
  • Jian Veren Kanony Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Pattimura
  • Sabra Satillah Yandra Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Pattimura
  • Chrallita Olivia Sinay Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Pattimura
  • Hesti Tasijawa Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Pattimura
  • Anggun Nurlette Akuntansi, Fakultas Ekonomi dan Bisnis, Universitas Pattimura

DOI:

https://doi.org/10.71315/jtpkm.v2i2.171

Kata Kunci:

SWOT Analysis, Rujak Tapal Kuda, Digital Transformation, MSMEs, Interviews

Abstrak

The main purpose of this service is to determine strengths, weaknesses, opportunities, and threats (SWOT) through analysis and create a digital transformation strategy for the empowerment of Rujak Tapal Kuda Ambon MSMEs. Data collection was carried out through direct observation, structured interviews with business owners and customers, and literature service. The results of the SWOT analysis show that although these MSME products have a unique taste and strategic location, there are problems such as dependence on the weather, low product innovation, and lack of use of digital media. The strategic recommendation is to increase product innovation, cooperate with the tourism industry, and improve digital marketing

Referensi

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Unduhan

Diterbitkan

01-05-2025

Cara Mengutip

Breemer Souisa Go, H. Y., Kanony, J. V., Yandra, S. S., Sinay, C. O., Tasijawa, H., & Nurlette, A. (2025). RUJAK TAPAL KUDA AMBON: ANALISIS SWOT DAN STRATEGI TRANSFORMASI DIGITAL UNTUK PEMBERDAYAAN UMKM. Jurnal Tagalaya Pengabdian Kepada Masyarakat, 2(2), 213–220. https://doi.org/10.71315/jtpkm.v2i2.171

Terbitan

Vol 2 No 2 (2025): Jurnal Tagalaya Pengabdian Masyarakat (JTPKM)

Bagian

Articles

Lisensi

Hak Cipta (c) 2025 Hok Yizreel Breemer Souisa Go, Jian Veren Kanony, Sabra Satillah Yandra, Chrallita Olivia Sinay, Hesti Tasijawa, Anggun Nurlette

Creative Commons License

Artikel ini berlisensi Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.