Strengthening the Resilience of Perbaungan Dodol SMEs through Strategic Adaptation to Infrastructure Development in Indonesia

This study investigates the strategies for strengthening the Perbaungan Dodol Center business amidst the impact of infrastructure construction in Indonesia.Using a descriptive approach with a survey design and SWOT analysis, the study examines the internal and external factors affecting the competitiveness of Dodol SMEs.It identifies potential diversification strategies for adapting to the changing business environment.The results indicate that the dodol SMEs face significant threats from the construction of the Medan-Tebing Tinggi Toll Road, which has led to a decline in sales and revenue.However, the SMEs also have several strengths, such as product quality, customer loyalty, and regional branding, that can be leveraged to overcome these challenges.The study proposes a diversification strategy that includes product expansion, market expansion, partnerships, brand development, product innovation, and customer service.The findings highlight the need for government support and capacity building for SMEs in the face of infrastructure development and provide practical recommendations for enhancing their competitiveness and resilience.