Abstract
The rapid development of hijab fashion provides opportunities for entrepreneurs to open their businesses in this field. One of them is the Rahma Hijab shop located in Puri Cendana Housing in South Tambun. This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) faced by Hijab Rahma business actors and be able to formulate appropriate business development strategies based on SWOT analysis. The method used in this research is a qualitative method and obtains information through direct interviews with the owner of the Rahma Hijab shop to obtain information. From the results of this study, the marketing strategy that can be used is the first S-O (Strenghts-Opportunities) strategy carried out by maintaining and improving product quality and affordable prices, improving good service quality and maximizing promotion with information technology so as to increase sales and customer loyalty. The second strategy, namely the S-T Strategy (Strenghts-Treathts), seeks opportunities with suppliers and distributors who can provide the financial or goods needed and seeks capital from bank loans as additional funding to ensure that the Rahma Hijab shop meets increasing market demand and does not lose sales opportunities due to limited product inventory. The third strategy, namely the W-O Strategy (Weaknesses-Opportunities), always innovates on products that make customers always interested in the new products provided so that they can increase sales, utilize e-commerce platforms and social media to develop wider products and reach a larger target market. The fourth strategy, namely the W-T Strategy (Weaknesses-Treathts), develops modern and up-to-date hijab models by adjusting pricing and promotion strategies and responding to them with responsive personalization
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