ANALISIS STRATEGI PENGEMBANGAN UKM TAHU KUNING (Studi Pada Kampung Tahu Tinalan di Kelurahan Tinalan Kecamatan Pesantren Kota Kediri)

Indonesia has many MSMEs that have a significant contribution or role, namely to expand job opportunities and absorb labor. MSMEs have an important role in development and economic growth. One of the small and medium enterprises in the city of Kediri is tofu SMEs. The problem in this study is one of the problems that is problematic in the current economy related to business welfare, namely during the covid-19 pandemic which makes sales decline due to lack of tourists. There were several craftsmen who had switched professions and stopped for a few weeks and even went out of business. This study aims to identify internal and external factors, formulate priority formulations, and develop SMEs production in tinalan tofu village to increase Tinalan's yellow tofu business during the pandemic. The analysis method uses SWOT analysis, using IFE and EFE matrices. Based on the SWOT diagram analysis, the right strategy for the development SMEs of tinalan tofu village is to use an aggressive strategy because it is located in quadrant I, which means that the situation is very favorable for SMEs of tinalan tofu village. The strategy that must be applied in this condition supports an aggressive growth policy. The strategies carried out include: Creating many product innovations in the tight business competition by utilizing experience in business, utilizing strategic locations to attract consumers by making products that are liked by consumers, quality products that are able to meet the increasingly high demand for products can be utilized. to market the product more broadly, maintain a high enough market opportunity by selling the product at an affordable price