Hebate, Mochammed Figo (2025) STRATEGI PENGEMBANGAN USAHA PENGRAJIN EMPING MELINJO (Suatu Kasus di UMKM Sumber Rezeki Desa Panggung Jati, Taktakan Kota Serang). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This research has the goal of developing UMKM Sumber Rezeki, namely the producer of Emping Melinjo which is located in Panggung Jati Village, Taktakan District, Serang City, business development is carried out because in Serang Banten one of the most melinjo commodity producing areas in Indonesia, and in the Panggung Jati area itself is one of the Emping production centers. but Sumber Rezeki have not been able to compete well. The research was carried out by identifying internal factors and external factors, then analyzed using the IFAS (Internal Analysis Summary) and EFAS (External Factor Analysis Summary) Matrix, then analyzed by the SWOT method to obtain alternative strategies, after which to determine the priority strategy, the QSPM (quantitative Strategic Planning Matrix) analysis was carried out. This research has the aim of developing UMKM Sumber Rezeki, the goal is that internally it can make UMKM Sumber Rezeki even better in terms of structure or business system, externally it can return to its vision, namely introducing processed typical Banten chips to other cities or regions and can get partnerships or investors to develop its business. In finding solutions, they can develop their business through an analysis of internal and external factors. Producing the position of the IE matrix in the V cell position (hold and maintain), which is the strategy of maintaining and maintaining. Determining a priority strategy with QSPM gets the highest STAS score with a score of 5.87.Determining a priority strategy with QSPM gets the highest STAS score with a score of 5.87, namely To reach a new target market and compete in the market, it is necessary to form a marketing section and utilize technology.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan mengidentifikasi secara komprehensif faktor internal (kekuatan dan kelemahan) serta eksternal (peluang dan ancaman) yang memengaruhi kinerja UMKM Sumber Rezeki, sebuah sentra pengrajin emping melinjo di Desa Panggung Jati, Kota Serang, dan merumuskan strategi pengembangan usaha yang paling realistis. Dengan menggunakan pendekatan kualitatif-kuantitatif melalui studi kasus, data dikumpulkan via wawancara mendalam, observasi, dan dianalisis menggunakan Matriks IFAS, EFAS, Analisis SWOT, hingga penentuan prioritas strategi dengan Quantitative Strategic Planning Matrix (QSPM). Hasil analisis menunjukkan UMKM berada di posisi Hold and Maintain (Sel V Matriks IE), dengan skor daya tarik strategi tertinggi (5,87) diarahkan pada pembentukan bagian pemasaran terstruktur dan pemanfaatan teknologi digital secara maksimal. Strategi prioritas ini sangat esensial untuk mengatasi keterbatasan jangkauan pasar dan modal yang merupakan kelemahan internal krusial. Implikasi praktisnya, UMKM perlu segera berinvestasi pada pelatihan pemasaran digital dan peningkatan kualitas manajemen pembukuan untuk mencapai target pasar baru dan meningkatkan daya saing di tengah pasar yang semakin kompetitif. | |||||||||
| Uncontrolled Keywords: | MSMEs Source of Sustenance, Business Development, Emping Melinjo, SWOT, QSPM UMKM, Emping Melinjo, Strategi Pengembangan, Analisis SWOT, QSPM. | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mr Mochammed Figo Hebate | |||||||||
| Date Deposited: | 08 Oct 2025 08:10 | |||||||||
| Last Modified: | 08 Oct 2025 08:10 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/55167 |
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