<![CDATA[AbstrakPenelitian ini bertujuan untuk merancang strategi bisnis karpet karakter dengan cara mengukur kekuatan, kelemahan, peluang dan ancaman dari bisnis produk karpet yang merupakan produk UMKM di kota Bandung. Penelitian ini menggunakan metode analisis SWOT (Strength, Weakness, Opportunities, and Threat). Hasil dari penelitian ini dipilih strategi SO (Strength Opportunities) yang tepat untuk mengembangkan bisnis produk karpet karakter untuk UMKM di kota Bandung. Strategi yang disusun adalah meningkatkan mutu produk karpet dengan harga terjangkau, meningkatkan variasi warna, bentuk, gambar produk karpet, serta memperbanyak cabang toko di lokasi yang strategis..Kata kunci :Strengths, Weaknesses, Opportunities, Threats, SWOT, UMKM.AbstractThis study aims to design a character carpet business strategy by measuring the strengths, weaknesses, opportunities and threats of the carpet product business which is a MSME product in the city of Bandung. This research uses SWOT (Strength, Weakness, Opportunities, and Threat) analysis methods. The results of this study were chosen the right SO (Strength Opportunities) strategy to develop a character carpet product business for MSMEs in the city of Bandung. The strategy developed is to improve the quality of carpet products at affordable prices, to increase the variety of colors, shapes, images of carpet products, and increase the number of store branches in strategic locations.Keywords :Strengths, Weaknesses, Opportunities, Threats, SWOT, MSMEs.]]>
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