DOI: -

Keywords: SWOT Analysis, Internal Factors, External Factors, Distribution Flow, Pasar Anyar Sari Denpasar, Analisis SWOT, Faktor Internal, Faktor Eksternal, Alur Distribusi

ABSTRACT

Pasar Anyar Sari Denpasar is an important traditional market in the local economy. However, there are points of inefficiency in the distribution flow of goods that can hinder market performance and customer satisfaction. This research aims to design a strategy to optimize the distribution flow of goods. This research uses the SWOT analysis method, qualitative and quantitative approaches. Apart from that, questionnaires were also distributed to obtain views from stakeholders regarding the distribution flow of goods in the market. Validity tests are carried out to ensure the accuracy of measurements in research. The recommended strategy is the S - O strategy, which combines internal market strengths with external opportunities to improve the distribution flow of goods at Anyar Sari Market, Denpasar. Strategic steps include strengthening customer service, increasing the efficiency of the loading and unloading process, managing transportation costs efficiently, and improving work safety.