Analisis SWOT dalam Merebut Pasar pada Dinasti Publisher
DOI:
https://doi.org/10.38035/jafm.v5i6.2322Keywords:
SWOT, Merebut Pasar, Dinasti PublisherAbstract
Transformasi digital telah mengganggu model bisnis penerbitan konvensional, namun studi strategis berbasis SWOT dalam konteks penerbit lokal masih jarang dilakukan. Penelitian ini bertujuan untuk menganalisis kekuatan, kelemahan, peluang, dan ancaman pada Dinasti Publisher serta merumuskan strategi bersaing yang adaptif. Studi ini menggunakan pendekatan kualitatif deskriptif dengan data yang dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Analisis dilakukan menggunakan matriks SWOT yang menghasilkan strategi kuadran agresif (SO). Temuan menunjukkan bahwa reputasi dan jaringan distribusi yang kuat belum diimbangi dengan digitalisasi dan inovasi konten. Peluang pasar digital dan insentif kebijakan pemerintah menjadi kekuatan eksternal utama, sedangkan persaingan dari penerbit digital menjadi ancaman signifikan. Strategi yang direkomendasikan mencakup pengembangan platform digital dan kolaborasi komunitas literasi. Studi ini memberikan kontribusi terhadap pengembangan kerangka adaptasi strategis dalam industri kreatif serta menyarankan implementasi strategi SWOT pada UKM penerbitan nasional.
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