ANALISIS SWOT PRODUK KERIPIK PISANG PADA KELOMPOK WANITA TANI (KWT) SATYA GEMILANG KABUPATEN LEBAK - BANTEN

Abstract

This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) and formulate marketing strategies for the banana chips production business at KWT Satya Gemilang. This descriptive research was conducted from July to August 2026, utilizing primary data gathered through observation, in-depth interviews, and documentation. Data were analyzed using the SWOT analysis framework. The results indicate that the group's strengths lie in the utilization of home yards and strong group resilience, whereas weaknesses include uneven member participation and production capacity that cannot yet meet modern market demand. External opportunities consist of financial support from Biofarma Bandung and BAZNAS, alongside market potentials through local stores and social media. Meanwhile, threats include suboptimal aid fund distribution and members' time constraints due to other occupations. Based on the SWOT matrix, the business is positioned in Quadrant III (Turnaround Strategy / W-O), indicating high market opportunities constrained by internal weaknesses. Therefore, the strategic focus is directed toward mitigating internal challenges through member capacity building, maximizing local resources, and strengthening partnerships to capture market opportunities effectively.