SWOT Analysis of Electronic Word of Mouth Strategy in Enhancing Local Product Competitiveness: A Case Study of Mabello Indonesia
DOI:
https://doi.org/10.64252/vk82dc03Keywords:
Electronic Word of Mouth, SWOT analysis, Diffusion of Innovations, Digital Communication, MSMEs, local competitivenessAbstract
The rapid growth of digital communication has made Electronic Word of Mouth (e-WOM) a key factor in shaping consumer opinion and brand competitiveness, especially for local businesses in emerging markets. This study examines how Mabello Indonesia, a leading local cosmetic brand, leverages e-WOM strategies to enhance competitive positioning through a comprehensive SWOT analysis framework. The research is grounded in the Diffusion of Innovations (DOI) theory and employs a qualitative descriptive method. Data collection involved in-depth interviews with key stakeholders and consumers, social media analytics, and sentiment analysis of user-generated content. Thematic analysis, utilizing a SWOT framework, identified Mabello’s strengths in cultural authenticity, strategic influencer partnerships, and certified product legitimacy, which enhances trust and encourages adoption among consumers. Weaknesses include limited platform diversification, delayed responsiveness, and some operational inefficiencies. Opportunities arise from Indonesia’s expanding digital landscape and increasing demand for locally certified products, while threats involve product imitation, market saturation, and challenges to digital reputation. Theoretically, this study advances the field by combining the SWOT and DOI approaches to create a model for understanding e-WOM as a communication strategy. Practically, it provides actionable strategies for MSMEs, including multi-platform optimization and proactive reputation management, to sustain competitiveness in digital markets.