Work

Rujak Tapal Kuda Ambon: Analisis Swot Dan Strategi Transformasi Digital Untuk Pemberdayaan Umkm

Year: 2025

Type: article

Abstract: 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

Source: Jurnal Tagalaya Pengabdian Kepada Masyarakat

Authors: Hok Yizreel Breemer Souisa Go, Jian Veren Kanony, Sabra Satillah Yandra, Chrallita Olivia Sinay, Hesti Tasijawa, Anggun Nurlette

Institution: Universitas Pattimura

Language: English

Topic: SMEs Development and Digital Marketing

Subfield: Demography

Field: Social Sciences

Domain: Social Sciences

SDGs: Decent work and economic growth, Industry, innovation and infrastructure

Open Access status: hybrid

OpenAlex ID: W4411026966

FWCI:

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