| dc.description.abstract | Malungoen is a Micro, Small and Medium Enterprises (MSMEs) engaged in ethnic fashion crafts with the main product of bags made from Ulos with a combination of ribbon embroidery. However, in the period January 2024 to January 2025, Malungoen experienced fluctuations in sales turnover due to unorganized operational decision making and not based on a structured strategy. This study aims to design a business strategy for Malungoen to enhance its competitiveness and overcome sales fluctuations. The methodology used includes the input stage by identifying internal factors using the Resource-Based View (RBV) approach and external factors through PESTEL and Porter's Five Forces analysis. Furthermore, the matching stage is carried out using SWOT Analysis to obtain alternative strategies based on the company’s vision and mission, internal and external factor assessments, and Malungoen's business position. Then, the decision stage is carried out to determine priority strategies using the Quantitative Strategic Planning Matrix (QSPM) method. Factors that influence the priority of strategy implementation are then analyzed through data visualization using Heatmap. The results showed that of the 15 alternative strategies generated, the best priority strategy was “Conducting market penetration through storytelling and visual branding with high-quality product photography, promotional videos, and social media engagement” with a Total Attractiveness Score (TAS) value of 6.5106. Based on Heatmap analysis, this market penetration strategy is considered effective not only in building brand equity and emotional connection with consumers, but also in addressing sales fluctuations by maintaining consumer purchasing interest even when purchasing power declines. | en_US |
