relation: https://eprints.untirta.ac.id/49228/
title: STRATEGI PENGEMBANGAN USAHA KERIPIK  “BUDEDDY’S KERIPIK” DI KOTA CILEGON, BANTEN
creator: ADELIA, EKA
subject: S Agriculture (General)
description: Budeddy’s Keripik is an MSME engaged in the production of snack foods such as banana chips, breadfruit chips, taro chips, and cassava chips. Established in 2012, the business has experienced a decline in revenue in recent years. This decline is attributed to several factors, including high market competition with 199 similar MSMEs recorded in Cilegon City by the Office of Cooperatives and MSMEs poor business management, the use of simple production equipment, limited utilization of social media as a promotional platform, and rising raw material costs. In addition, the emergence of various substitute snack products has further narrowed Budeddy’s Keripik's market share. This study was conducted to analyze internal and external factors affecting the performance of Budeddy’s Keripik and to formulate appropriate development strategies. The research employed a qualitative and quantitative descriptive method with a case study approach. Data collection used purposive sampling for internal stakeholders and accidental sampling for consumers. The analysis tools used include the IFE matrix, EFE matrix, SWOT matrix, BCG matrix, and QSPM matrix. The results indicate that the main strength lies in the owner’s active participation in trade exhibitions, while the primary weakness is employees having double job responsibilities. The greatest opportunity comes from the growing use of the internet for promotion, and the main threat is consumer shift to alternative products. Based on the QSPM analysis, the prioritized strategy is adding new salty flavor variants and maintaining consistency in selling 75 gram chip packaging in line with market preferences.
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/49228/1/EKA%20ADELIA_4441210095_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/49228/2/EKA%20ADELIA_4441210095_01.pdf
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identifier: https://eprints.untirta.ac.id/49228/3/EKA%20ADELIA_4441210095_02.pdf
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identifier: https://eprints.untirta.ac.id/49228/4/EKA%20ADELIA_4441210095_03.pdf
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identifier: https://eprints.untirta.ac.id/49228/5/EKA%20ADELIA_4441210095_04.pdf
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identifier: https://eprints.untirta.ac.id/49228/6/EKA%20ADELIA_4441210095_05.pdf
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identifier: https://eprints.untirta.ac.id/49228/7/EKA%20ADELIA_4441210095_Ref.pdf
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identifier: https://eprints.untirta.ac.id/49228/8/EKA%20ADELIA_4441210095_LAMP.pdf
identifier:   ADELIA, EKA  (2025) STRATEGI PENGEMBANGAN USAHA KERIPIK “BUDEDDY’S KERIPIK” DI KOTA CILEGON, BANTEN.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.