Strategi Peningkatan Daya Saing Kopi Sejiwa Di Kecamatan Bengkalis Melalui Analisis Swot

Kopi Sejiwa is one of the micro, small, and medium enterprises (MSMEs) operating in the coffee beverage sector in Bengkalis District. The increasing number of coffee businesses has intensified competition, making it necessary to implement appropriate strategies to enhance business competitiveness. This study aims to analyze internal factors consisting of strengths and weaknesses, analyze external factors consisting of opportunities and threats, and formulate strategies to improve the competitiveness of Kopi Sejiwa using SWOT analysis. This study employed a descriptive qualitative research method. Data were collected through observation, interviews, documentation, and questionnaires. The data were analyzed using the Internal Factor Analysis Summary (IFAS) matrix, External Factor Analysis Summary (EFAS) matrix, SWOT diagram, and SWOT matrix. The results indicate that the total internal factor (IFAS) score is 3.60, while the total external factor (EFAS) score is 3.56. Based on the SWOT analysis, the business obtained coordinates of (0.48; 0.12), placing Kopi Sejiwa in Quadrant I (Growth-Oriented Strategy). This position indicates that the business possesses strong internal strengths and significant external opportunities. Therefore, the appropriate strategy is the Strength–Opportunity (SO) strategy, which utilizes the company's strengths to capitalize on available opportunities in order to enhance its business competitiveness