ANALISIS KELAYAKAN USAHA UMKM AYAM CELUP JUARO DI JL.TRI MURTI TEMBUNG PASAR 6 MENGGUNAKAN PENDEKATAN SWOT

Abstract

This research aims to analyze the business feasibility of the UMKM "Ayam Celup Juaro," located at Jl. Trimurti Tembung Pasar 6, using a SWOT approach. The study employs a descriptive qualitative method through field research. Data collection was carried out via direct interviews with the business owner, observation of operational activities, and supporting documentation. The results indicate that the UMKM Ayam Celup Juaro possesses reasonably good business potential, as assessed from production, marketing, and financial aspects. The main strengths of the business lie in product variety, affordable pricing, and the utilization of digital platforms. However, there are still weaknesses in technical production aspects and management. Based on the results of the SWOT analysis and the business feasibility assessment, the UMKM Ayam Celup Juaro is deemed viable to operate and develop with several internal improvements.