Government Policy Strategies for Developing Furniture SME Clusters through Marketing Mix SWOT Analysis

This study aims to analyze the development strategy of Bukir Pasuruan Furniture SMEs through a SWOT analysis based on the marketing mix perspective and government policy approach. The research focuses on identifying internal strengths and weaknesses as well as external opportunities and threats affecting the sustainability and competitiveness of furniture SMEs. The study employs a qualitative descriptive method using observation, interviews, and literature review as data collection techniques.  The findings reveal that Bukir Pasuruan Furniture SMEs possess several strengths, including high product quality, attractive designs, customization capabilities, environmentally friendly materials, competitive pricing, and the utilization of digital promotion. However, the SMEs also face weaknesses such as inconsistent product quality, limited innovation, inadequate marketing capabilities, and limited distribution infrastructure. Externally, opportunities arise from the growth of the furniture market, increasing demand for eco-friendly products, digital marketing expansion, and export potential. Meanwhile, the major threats include intense competition, fluctuating raw material prices, changing consumer preferences, and technological disruption.  Based on the SWOT analysis, the study formulates four strategic approaches, namely Strength–Opportunity (S-O), Weakness–Opportunity (W-O), Strength–Threat (S-T), and Weakness–Threat (W-T) strategies. The study highlights the importance of government policies in supporting SME development through digital transformation programs, training and technical assistance, financing access, export facilitation, product certification, and logistics infrastructure improvement. The research concludes that effective collaboration between government, SMEs, and related stakeholders is essential to strengthen competitiveness, sustainability, and market expansion of Bukir Pasuruan Furniture SMEs.