Strategi Pengembangan Kewirausahaan pada Centra Tenun Tajung Melalui Perancangan Pemasaran Digital (Digital Marketing)

Abstract

Micro, Small, and Medium Enterprises (MSMEs) have an important role in supporting the economy while preserving local culture, one of which is through Tajung woven fabrics in Palembang City. This study aims to analyze the internal and external conditions of Centra Tenun Tajung MSMEs in terms of production, finance, human resources, and marketing using SWOT analysis and formulate development strategies through the TOWS matrix. The research uses a descriptive qualitative method with data collection through interviews, observations, and documentation. Data analysis was carried out using the interactive model of Miles, Huberman, and Saldana combined with SWOT and TOWS. The results of the study show that the strength of the business includes product uniqueness, premium quality, custom services, business experience since 1984, and stable financial condition. The weaknesses are in the form of inconsistent social media management, the lack of specialized digital marketing personnel, and limited brand awareness. Opportunities stem from the development of digitalization, increasing interest in ethnic fashion, and government support, while the threats include competition, price wars, technological developments, and fluctuations in raw material prices. The strategies formulated include strengthening product differentiation, hiring social media admins, and reactivating e-commerce. The implementation of Instagram and TikTok content resulted in 1,681 impressions, with the majority of the audience being women at 60.6%.