The Role of Business Assistance in Digital Marketing Strategies to Increase MSME Sales Volume in East Lampung: A SWOT and QSPM Approach
Erio Rega Mayhisya*
Febriyanto
Nani Septiana
Micro, Small, and Medium Enterprises (MSMEs) are required to continuously adapt to utilize digital technology, but many MSMEs face limitations in knowledge and resources. This research examines the role of business mentoring by Bank BTPN Syariah in enhancing the digital capabilities of MSMEs owners and its contribution to increasing sales, as well as formulating appropriate strategies that can be used by MSMEs owners in East Lampung. This research uses descriptive quantitative method. The analysis was conducted using the SWOT approach to identify internal and external factors, and QSPM to formulate effective strategies. The research results show that BTPN Syariah’s mentoring contributes to increasing digital marketing knowledge and has an impact on the increase in sales volume. Based on the SWOT and QSPM analysis, MSMEs in East Lampung are positioned in Quadrant I with a Grow and Build development strategy, where the suitable strategies are Market Development Strategy, Innovation-Based Strategy, and Market Penetration Strategy.
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