ANALISIS SWOT DALAM MENINGKATKAN DAYA SAING WARUNG GIRI JOGJA DI PLATFORM GOFOOD

Abstract

The food delivery service industry in Indonesia has grown rapidly due to digital technology adoption and changing consumer behavior. GoFood, as one of the leading services within the Gojek ecosystem, provides opportunities for culinary MSMEs to expand their market reach. However, intense business competition and the lack of promotional feature utilization remain challenges for many businesses, including Warung Giri Jogja. This study aims to analyze Warung Giri Jogja’s competitiveness on GoFood using a SWOT approach. The research employs a qualitative descriptive method, collecting data through observation and interviews with the business owner. The findings indicate that Warung Giri Jogja’s main strengths lie in its competitive pricing and consistent food quality, while its weakness is the lack of understanding of digital marketing strategies. Opportunities include the growing food delivery market and promotional support from GoFood, whereas threats come from competition with larger and more established eateries. To enhance its competitiveness, Warung Giri Jogja needs to optimize digital marketing strategies, utilize GoFood’s promotional features, and improve brand awareness