ANALISIS STRATEGI BAURAN PEMASARAN MELALUI PERSPEKTIF SWOT DALAM MENINGKATKAN VOLUME PENJUALAN

Increasing competition in the culinary sector and declining sales trends require micro, small, and medium enterprises (MSMEs) to implement appropriate marketing strategies to sustain their businesses. This study aims to analyze the 4P marketing mix, identify internal and external factors through Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and formulate strategies to improve sales volume at Mbah Man Fried Chicken Cawas. A descriptive qualitative approach was employed from May to June 2026. Data were collected through observation, semi-structured interviews with the owner, employees, and purposively selected consumers, and documentation. Data credibility was assessed through source triangulation, while analysis involved data reduction, data display, conclusion drawing, and SWOT analysis. The findings indicate that the business's main strengths include product quality and variety, affordable prices, a strategic location, and loyal customers. Its primary weaknesses concern brand identity, packaging, and underdeveloped digital promotion. Chicken volume and turnover declined from December 2025 to March 2026, although most products were sold out daily. The study recommends strengthening brand identity, optimizing social media, expanding reseller networks, and conducting regular price evaluations and cost control to support more sustainable sales performance. ABSTRAK Persaingan usaha kuliner dan kecenderungan penurunan penjualan menuntut usaha mikro, kecil, dan menengah (UMKM) menerapkan strategi pemasaran yang tepat agar keberlanjutan usaha tetap terjaga. Penelitian ini bertujuan menganalisis penerapan bauran pemasaran 4P, mengidentifikasi faktor internal dan eksternal melalui analisis Strengths, Weaknesses, Opportunities, and Threats (SWOT), serta merumuskan strategi untuk meningkatkan volume penjualan Mbah Man Fried Chicken Cawas. Penelitian menggunakan pendekatan deskriptif kualitatif yang dilaksanakan pada Mei–Juni 2026. Data dikumpulkan melalui observasi, wawancara semi terstruktur dengan pemilik, karyawan, dan konsumen yang dipilih secara purposive, serta dokumentasi. Keabsahan data diuji melalui triangulasi sumber, sedangkan analisis dilakukan melalui reduksi data, penyajian data, penarikan kesimpulan, dan analisis SWOT. Hasil penelitian menunjukkan bahwa kekuatan usaha terletak pada kualitas dan variasi produk, harga terjangkau, lokasi strategis, serta pelanggan loyal. Kelemahan utama mencakup identitas merek, kemasan, dan promosi digital yang belum optimal. Volume ayam dan omzet menurun selama Desember 2025–Maret 2026 meskipun sebagian besar produk habis terjual setiap hari. Penelitian merekomendasikan penguatan merek, optimalisasi media sosial, perluasan jaringan reseller, serta evaluasi harga dan pengendalian biaya secara berkala.