eprintid: 49228 rev_number: 16 eprint_status: archive userid: 896 dir: disk0/00/04/92/28 datestamp: 2025-06-03 02:12:43 lastmod: 2025-06-03 02:12:43 status_changed: 2025-06-03 02:12:43 type: thesis metadata_visibility: show creators_name: ADELIA, EKA creators_id: 4441210095 contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: PANCAWATI, JUWARIN contributors_name: KRISDIANTO, NANANG contributors_id: 197502142003122001 contributors_id: 197504092006041004 corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA corp_creators: FAKULTAS PERTANIAN corp_creators: JURUSAN AGRIBISNIS title: STRATEGI PENGEMBANGAN USAHA KERIPIK “BUDEDDY’S KERIPIK” DI KOTA CILEGON, BANTEN ispublished: pub subjects: S1 divisions: FAPERTA divisions: Agri full_text_status: restricted keywords: chips, MSME, SWOT, business development, QSPM. note: Budeddy’s Keripik adalah UMKM yang memproduksi makanan ringan berupa keripik pisang, sukun, talas, dan singkong. Berdiri sejak 2012, usaha ini mengalami penurunan pendapatan dalam beberapa tahun terakhir. Penurunan ini disebabkan oleh tingginya persaingan dengan 199 UMKM serupa di Kota Cilegon berdasaran data dari Dinas Koperasi dan UMKM Kota Cielgon, manajemen usaha yang belum optimal, peralatan produksi yang sederhana, kurangnya pemanfaatan media sosial, serta meningkatnya harga bahan baku. Selain itu, kemunculan produk substitusi juga mempersempit peluang pasar Budeddy’s Keripik. Penelitian ini bertujuan untuk menganalisis faktor internal dan eksternal yang memengaruhi kinerja usaha serta merumuskan strategi pengembangan yang tepat. Penelitian menggunakan metode deskriptif kualitatif dan kuantitatif dengan pendekatan studi kasus. Data dikumpulkan melalui purposive sampling untuk pihak internal dan accidental sampling untuk konsumen. Analisis dilakukan dengan matriks IFE, EFE, SWOT, BCG, dan QSPM. Hasil menunjukkan bahwa kekuatan utama usaha adalah keaktifan pemilik dalam mengikuti pameran, sedangkan kelemahannya adalah beban kerja ganda pada karyawan. Peluang utama berasal dari perkembangan internet sebagai media promosi, dan ancaman terbesarnya adalah peralihan konsumen ke produk lain. Strategi prioritasnya adalah penambahan variasi rasa asin dan konsistensi dalam penjualan kemasan keripik 75 gram sesuai preferensi pasar. abstract: 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 date_type: published pages: 131 institution: UNIVERSITAS SULTAN AGENG TIRTAYASA department: FAKULTAS PERTANIAN thesis_type: sarjana thesis_name: sarjana citation: ADELIA, EKA (2025) STRATEGI PENGEMBANGAN USAHA KERIPIK “BUDEDDY’S KERIPIK” DI KOTA CILEGON, BANTEN. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA. document_url: https://eprints.untirta.ac.id/49228/1/EKA%20ADELIA_4441210095_Fulltext.pdf document_url: https://eprints.untirta.ac.id/49228/2/EKA%20ADELIA_4441210095_01.pdf document_url: https://eprints.untirta.ac.id/49228/3/EKA%20ADELIA_4441210095_02.pdf document_url: https://eprints.untirta.ac.id/49228/4/EKA%20ADELIA_4441210095_03.pdf document_url: https://eprints.untirta.ac.id/49228/5/EKA%20ADELIA_4441210095_04.pdf document_url: https://eprints.untirta.ac.id/49228/6/EKA%20ADELIA_4441210095_05.pdf document_url: https://eprints.untirta.ac.id/49228/7/EKA%20ADELIA_4441210095_Ref.pdf document_url: https://eprints.untirta.ac.id/49228/8/EKA%20ADELIA_4441210095_LAMP.pdf