Pengembangan UMKM Seruit Sebagai Kuliner Halal di Kota Bandar Lampung Melalui Analisis Swot

This study aims to find and analyze the strategy for the development of Seruit MSMEs as halal culinary in Bandar Lampung City through a SWOT analysis approach. The research method used is qualitative with data collection techniques in the form of observation and in-depth interviews. The validity of the data was tested through triangulation techniques. The results of the study show that Seruit Tampah Mengah Geh MSMEs have great potential to be developed as halal culinary, shown by the main strength in the form of halal certification that they already have. Development opportunities are increasingly wide open with the advancement of information and communication technology, especially social media, which can be used for product promotion widely. In addition, increasing public awareness of the importance of consuming halal-certified food is the main supporting factor. Seruit Tampah products also have the advantage of being a healthy food without preservatives, which adds to the selling value in the midst of healthy lifestyle trends. However, challenges remain, such as market competition and limited production capacity. Therefore, the MSME development strategy needs to be directed at strengthening digital promotion, increasing production capacity, and consumer education. This study recommends cross-sector collaboration to support the sustainability of local halal culinary MSMEs as part of strengthening the regional creative economy.