The Role of Digital Technology in Micro, Small, and Medium Enterprises (MSMEs) Haveltea Development: SWOT Analysis

Vincentius Simanjuntak, Reza Kurniawan, Raissa Rabbani, Irfan Surya Pamungkas, Vidya Purnamasari

Abstract


Abstract: This article analyzes the role of digital technology in developing MSMEs Haveltea through SWOT analysis. Haveltea, a premium tea producer with professional handmade products from Indonesia that has used social media and e-commerce in order to expand the product's marketplace. However, the consistency in social media content must still be improved to promote the product. SWOT analysis gives an enormous potential to raise and increase market share on social media, but there are areas for improvement in creating interesting content. Therefore, a new strategy is needed to be the critical solution, which is to improve content creation and manage the scheduled publication of the content. This strategy aims to increase digital marketing and improve consumer relationships to significantly improve Haveltea's service and bring hope for its future. The research methods used in this paper are descriptive qualitative, with data obtained through interviews with the owner of the Haveltea company. The analysis technique compiles the IFE and EFE matrices through observation and interview results. The research results are shown by using the AIDA concept as a standard in creating digital content to expand the market share of Haveltea products on social media.

Keywords: SWOT Analysis, Marketing Strategy, Digital Marketing, Social Media

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