Analisis Kelayakan Bisnis UMKM Jasa Konten Kreator Selaras Studio dengan Metode SWOT

Yohanes Okta Dwi Prastyo; Antonius Ian Sheva; Agrienta Bellanov

doi:10.37477/isejou.v4i1.886

Authors

Yohanes Okta Dwi Prastyo Universitas Katolik Darma Cendika
Antonius Ian Sheva Universitas Katolik Darma Cendika
Agrienta Bellanov Universitas Katolik Darma Cendika

DOI:

https://doi.org/10.37477/isejou.v4i1.886

Keywords:

analisis kelayakan, UMKM, Industri kreatif, Strategi Agresif

Abstract

The rapid development of the digital economy has made content marketing a crucial factor for MSME success, yet limited digital literacy and production costs often act as barriers. Selaras Studio provides creative content services to support MSME digitalization. This study aims to analyze the business feasibility of Selaras Studio using the SWOT (Strengths, Weaknesses, Opportunities, Threats) framework. The research method employed is descriptive quantitative, with data collected through in-depth interviews and processed using IFAS and EFAS matrices. The results show a total IFAS score of 3.7 and an EFAS score of 3.5. Based on the Cartesian diagram, the business position is in Quadrant I (Aggressive) with coordinate points (0.3; 0.6). These findings are consistent with previous studies in other MSME sectors, indicating that the company's internal strengths can optimally respond to market opportunities. The recommended strategy is a growth strategy through market expansion, content personalization, and digital literacy education for clients to maintain business sustainability.

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