ANALISIS SWOT PADA UMKM “KEDAI KOPI BAHAGIA” DI CIKARANG

Abstract

UMKM is an important pillar in the Indonesian economy, including the culinary sector such as coffee shops. This article analyses the strengths, weaknesses, opportunities, and threats (SWOT) of the UMKM "Happy Coffee Shop" located in Cikarang. Through a descriptive qualitative approach, this study reveals how Kedai Kopi Bahagia can utilise its advantages and overcome the challenges faced in local culinary business competition. The results of the analysis show that menu innovation and cosy atmosphere are the main advantages, while the threat comes from fierce competition and price fluctuations of raw materials.