Women’s Strategic Role In Environmental Adaptation And Competitiveness Of Gabus Pucung Culinary Heritage Through SWOT And QSPM

Abstract

This study aims to (a) identify strengths, weaknesses, opportunities, and threats in the gabus pucung culinary business; (b) analyze development potential through a grand strategy; (c) develop a strategy matrix based on internal and external factors; and (d) formulate a Quantitative Strategic Planning Matrix (QSPM) to determine the most effective strategy. The research involved six gabus pucung business actors with more than 20 years of experience, employing a mixed method approach that combined qualitative analysis through SWOT and quantitative analysis through QSPM scoring. The results indicate that gabus pucung sales have declined consistently over the years. Key challenges include the limited use of digital promotion, intense competition with other culinary products, reduced production due to raw material scarcity, and weak human resource capacity in adapting to the digital era. Based on these findings, recommended strategies include digital transformation through optimized social media use, recruitment of digital experts, improvements in financial management systems, and reinforcement of gabus pucung’s brand image as part of Betawi’s cultural heritage. This study highlights the urgency of digital transformation and youth involvement to ensure the competitiveness and sustainability of traditional culinary MSMEs. Its novelty lies in specifically addressing gabus pucung, a legendary Betawi dish surviving for over 50 years, with Bekasi City’s role as the largest MSME hub in West Java strengthening the research’s significance.