Developing Marketing Strategies for MSMEs through SWOT Analysis and the Analytical Hierarchy Process (AHP)
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The Giriloyo Batik Village Gallery serves as a sales center for batik products from various MSMEs around the Giriloyo area has face decrease in sales. This problem caused by unoptimal marketing strategy, resulting in unmet sales targets, especially during the new normal. Giriloyo Batik Village itself is a batik center with distinctive classic, palace-themed motifs and significant market potential. This study aims to formulate an effective and sustainable marketing strategy for the Giriloyo Batik Village Gallery. The method used was a SWOT analysis to identify internal and external business factors, which were then prioritized using the Analytical Hierarchy Process (AHP) method. Data collection was conducted through questionnaires distributed to MSME heads and one representative of the gallery management. The results showed that online marketing was a key factor in strategy development, especially due to the limited use of social media and digital platforms. Based on the AHP calculations, the highest-priority strategy is creating a sales account on the Shopee e-commerce platform, with a weighting of 73.51%. Other supporting strategies include improving information technology literacy, optimizing promotions through WhatsApp, Instagram, and Facebook, participating in exhibitions, developing innovative batik motifs with high-quality materials, and improving human resources to strengthen product competitiveness.
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