ANALISIS SWOT PADA TOKO KELONTONG TRADISIONAL "WIJYA" DI ERA DIGITALISASI

This study aims to analyze and formulate a development strategy for Toko Kelontong Tradisional Wijaya in facing the era of digitalization that has changed consumer behavior and the competitive landscape. This store was chosen as a case study because it still maintains a traditional business model amidst pressure from technological developments. The research method used is descriptive qualitative with a case study approach. Primary data was collected through in-depth interviews with the owner and direct observation, while secondary data was obtained from relevant documents and statistical reports. Data analysis uses a SWOT approach to identify the strengths, weaknesses, opportunities, and threats faced by the store in the context of digitalization. The results of this analysis are used to formulate an optimal development strategy to improve the store's competitiveness and business sustainability in the digital retail landscape