Business Development Strategies Using SWOT Analysis in the Cahaya Modern Home Industry Deby Riska Sonia 1 , Arwin Sanjaya 2 , Marnala Joshua Hutajulu 3 1,2,3 Universitas Mulawarman Samarinda Email: debysonia@gmail.com 1 , arwinsy@fisip.unmul.ac.id 2 , marnalahutajulu@fisip.unmul.com 3 ABSTRACT The purpose of this study is to determine the internal conditions (Strengths, Weaknesses) and external (Opportunities, Threats) of Cahaya Modern SMEs using SWOT, so it can be identified which strategies can be used for business development. The type of research used is kualitatif. The conclusion of this research is there are strength and weakness factors that influence the internal conditions of Cahaya Modern SMEs. Those are the workers that live nearby the business location and sales promotion that are still offline. The opportunities and threat factors that influence external conditions are fostered by the government and the existence of substitute products. Based on the calculation of IE Cahaya Modern SMEs matrix lies in quadrant II which means Grow and Build. There are alternative business development strategies obtained from data processing using QSPM. First is making alternative products using additional raw materials, incorporating technological sophistication in producing products, maintaining quality and showing excellence, adjusting consumer demand, optimizing marketing, being active in government activities, and utilizing technological advancements as an act of promotion. The main priority result of the analysis is to make alternative products using additional raw materials with a TAS of 5.62. Keywords: Business Development, IE Matrix, SWOT Analysis, QSPM. INTRODUCTION The high level of economic growth in Indonesia is estimated to be able to reach above 6%, making the potential for developing Small and Medium Enterprises (SMEs) still relatively high in Indonesia. SMEs continue to be encouraged by the government to grow and develop through the Ministry of Cooperatives and Small and Medium Enterprises collaborating with the marketplace (Rakib & Arifin, 2018; Rengifurwarin et al., 2018). Efforts by the government include helping to promote through exhibitions, as well as. However, the development of SMEs still faces many obstacles in various sectors so that the market opportunities obtained have not been so high (Agyemang & Ansong, 2017; Stankovska, 2016; Yaseen, 2019). Some ways can be done by businesses to develop their businesses one of them is through a SWOT analysis. SWOT analysis can be used to analyze how business strategies must be run. SWOT analysis is the systematic identification of various factors to formulate a company's strategy. According to Rangkuti (2019) this analysis is based on logic that can maximize strengths and opportunities, but simultaneously can minimize weaknesses and threats. Meanwhile, according to Nur’Aini & Fatimah (2016) SWOT analysis is a classical strategy planning instrument that provides a simple way to estimate the best way to determine a strategy. As according to Sabariah (2016) Jurnal Administrare: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran Vol. 7, No. 1, January - June 2020, Pages 117-128 p-ISSN: 2407-1765, e-ISSN: 2541-1306 Homepage: http://ojs.unm.ac.id/index.php/administrare/index