Strategi Optimalisasi Pasar Domestik Desa Melalui Bazar Mingguan UMKM: Analisis Swot Pada Desa Kampung Sawah Kecamatan Jayakerta Kabupaten Karawang
Strategies For Optimizing The Domestic Market In Rural Areas Through Weekly SME Markets: A SWOT Analysis Of Kampung Sawah Village, Jayakerta Subdistrict, Karawang Regency
Abstract
Usaha Mikro, Kecil, dan Menengah (UMKM) memiliki peran strategis dalam mendorong pertumbuhan ekonomi nasional maupun daerah. Meskipun demikian, sebagian besar UMKM di wilayah pedesaan masih menghadapi berbagai kendala seperti keterbatasan akses pasar, rendahnya kemampuan pemasaran, serta ketergantungan terhadap perantara distribusi. Salah satu upaya yang dilakukan untuk mengatasi permasalahan tersebut adalah penyelenggaraan bazar mingguan sebagai sarana pemasaran langsung produk lokal. Penelitian ini bertujuan untuk menganalisis strategi optimalisasi pasar domestik desa melalui pengelolaan bazar mingguan dalam mendorong perputaran ekonomi UMKM di Desa Kampung Sawah Kecamatan Jayakerta Kabupaten Karawang. Penelitian menggunakan pendekatan kualitatif dengan metode studi kasus. Data diperoleh melalui observasi, wawancara, dokumentasi, serta studi literatur. Analisis data menggunakan model Miles dan Huberman yang dipadukan dengan analisis SWOT melalui identifikasi faktor internal dan eksternal. Hasil penelitian menunjukkan bahwa bazar mingguan memiliki peran penting dalam meningkatkan akses pasar UMKM, memperkuat interaksi ekonomi masyarakat, memperpendek rantai distribusi, serta menciptakan efek pengganda ekonomi lokal. Berdasarkan hasil analisis SWOT diperoleh strategi prioritas berupa penguatan promosi digital, peningkatan kualitas produk, pengembangan bazar berbasis wisata desa, serta penguatan kolaborasi antara pemerintah desa, masyarakat, dan pelaku UMKM. Penelitian ini menghasilkan model pengembangan bazar berkelanjutan sebagai instrumen optimalisasi pasar domestik desa yang mampu meningkatkan daya saing UMKM secara berkelanjutan.
ABSTRACT
Micro, Small and Medium Enterprises (MSMEs) play a strategic role in promoting economic growth at both national and regional levels. However, many rural MSMEs still face challenges such as limited market access, weak marketing capabilities, and dependence on intermediaries. One of the initiatives implemented to address these issues is the organization of weekly bazaars as direct marketing platforms for local products. This study aims to analyze strategies for optimizing village domestic markets through weekly bazaar management in supporting MSME economic circulation in Kampung Sawah Village, Jayakerta District, Karawang Regency. This research employed a qualitative case study approach. Data were collected through observation, interviews, documentation, and literature review. Data analysis used the Miles and Huberman interactive model combined with SWOT analysis. The findings indicate that weekly bazaars significantly contribute to improving market access, strengthening local economic interaction, shortening distribution channels, and generating a multiplier effect within the village economy. SWOT analysis suggests several strategic priorities, including digital promotion enhancement, product quality improvement, village tourism integration, and stronger collaboration among stakeholders. This study proposes a sustainable bazaar development model to optimize village domestic markets and improve MSME competitiveness.
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