ANALISIS SWOT DALAM PENGEMBANGAN KINERJA PADA KARYAWAN CV. ASANKA WIJAYA

This study analyzes employee performance in CV. Asanka Wijaya, a cosmetics company, uses a SWOT analysis. The goal is to identify strengths, weaknesses, opportunities, and threats that affect employee performance and formulate the right performance improvement strategy. A descriptive qualitative method with a single case study design was used, involving all 28 CV employees. Asanka Wijaya as a census sample. Data were collected through questionnaires and analyzed using a qualitative descriptive approach supported by quantitative data through SWOT Analysis, including IFAS and EFAS matrices. The results of the analysis show thatthe company's internal conditions are in the strong category (IFAS score 3.20), and the external environment offers greater opportunities than threats (EFAS score 3.20). The SWOT quadrant position position places CV. Asanka Wijaya in Quadrant I, indicates dominant internal strength and great external opportunities. Therefore, an aggressive strategy is recommended, focusing on optimizing employee performance, competence, and loyalty to expand the market and increase competitiveness, while also addressing existing internal weaknesses. This research is expected to provide strategic recommendations to optimize the potential of human resources in CV. Asanka Wijaya.