ANALISIS STRATEGI PEMASARAN PRODUK DENGAN METODE ANALISIS A’WOT (AHP DAN SWOT): STUDI PADA PRODUK BUSANA MUSLIM UMKM JANNAH BUSANA

Jannah Busana in Sukabumi Regency faces marketing challenges despite operating for more than 20 years in the Muslim fashion industry. This study aims to determine the most prioritized marketing strategy using the A’WOT method (a combination of AHP and SWOT), involving respondents from business practitioners, academics, and government representatives. The results show that the UMKM is positioned in Quadrant I (grow and build), with an IFE score of 3.36 and an EFE score of 3.21. Out of 11 alternative strategies, the highest priority is to promote custom-made products through social media and online marketplaces. Therefore, it is recommended that the business adopt a digital marketing strategy. This research provides practical benefits for MSMEs and supporting institutions in formulating effective marketing strategies.
Keywords: MSMEs, Marketing Strategy, SWOT Analysis, AHP, Muslim Fashion