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The purpose of this study was to analyze the West Sumatera MSMEs strategy in facing competition in the era of the Industrial Revolution 4.0. This study used a qualitative method with a strategic analysis tool that is SWOT analysis to analyze the internal and external factors and what strategies should be applied by MSMEs in facing competition in the era of the Industrial Revolution 4.0. It is expected that MSMEs will be able to take advantage of existing opportunities to increase their sales in the future. Based on this research results, a number of strategic recommendations are expected from MSMEs to be able to compete with other MSMEs by relying on aggressive strategies to take the advantage of internal opportunities, overcome internal barriers and external support questions that are able to maintain and improve product quality and variation, develop target or market segments, increase promotion in order to increase the number of business units.

West Sumatra MSMEs’ Strategy in Facing Competition in the 4.0 Industrial Revolution Using SWOT Analysis