RUJAK TAPAL KUDA AMBON: ANALISIS SWOT DAN STRATEGI TRANSFORMASI DIGITAL UNTUK PEMBERDAYAAN UMKM

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