Development Strategy for Seaweed Agroindustry on Household Scale in Mataram City

Ratih Purnamasari; Dwi Praptomo Sudjatmiko; Suparmin

doi:10.18535/ijsrm/v12i07.ah01

Abstract

The research objectives are (1) Analyzing alternative strategies for developing agro-industry made from seaweed in Mataram City; and (2) Analyzing the strategic options that are prioritized in the development of seaweed agro-industry in Mataram City. The research method uses descriptive methods. Determining the research location was carried out using the Purposive Sampling technique. The main respondents in the research were seaweed agro-industry entrepreneurs. To strengthen data related to product quality and price instruments, data was added by interviewing buyers/consumers as additional respondents, so the assessment was more objective. Producer respondents were determined using the census method, while consumer respondents were determined using the Accidental Sampling method. The results of the research show (1) Alternative development strategies using SWOT, obtained by micro-businesses in quadrant Ⅲ (WO Strategy) include utilizing coaching for access to capital, modern technology, good packaging, expanding the market through social media, increasing the number of human resources, and promotions to overcome less strategic location. For small businesses in quadrant Ⅰ (SO Strategy) by utilizing experience and business permits to create employment opportunities, process agricultural products, promote quality products without preservatives, and use guidance from related agencies, (2) QSPM matrix analysis produces priority strategies for Micro business is expanding the market and promoting through social media to meet high product demand, while for small business it is increasing the added value of products with available raw materials and utilizing guidance from related agencies.

Keywords

AgroindustrySeaweedSWOTQSPM

References

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[refR-6] Ikisani, AZ &Rahmi, VA. (2024). SWOT and QSPM Analysis on the Development of the "Ummah" Culinary Business. Multidisciplinary Journal (ADIJAYA), 01(06): 1356–1368.Google Scholar ↗

[refR-7] Kusumah, RT & Suryana, H. (2018). SWOT and QSPM Analysis Models in Selection of Marketing Strategy for Botrock Cianjur Distro. National Seminar Journal (IENACO). 2337-4349.Google Scholar ↗

[refR-8] Ma'ruf, A. (2022). Strategy analysis. Andi Gramedia. Yogyakarta.Google Scholar ↗

[refR-9] Maritime Affairs and Fisheries Service. (2023). Seaweed Production in Indonesia. [Internet]. Available at https://statistik.kkp.go.id/home.php. [January 28, 2024].Google Scholar ↗

[refR-10] Mataram City Central Statistics Agency. (2024). Mataram City in Numbers. [Internet]. Available at https://mataramkota.bps.go.id. [April 6, 2024].Google Scholar ↗

[refR-11] Mataram City Fisheries Department. (2023). Names of Seaweed Processing Companies in Mataram City in 2023. Mataram.Google Scholar ↗

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[refR-15] Soetjipto, W. et al. (2019). Seaweed Business and Investment Opportunities. http://kkp.go.id/an-component/media/upload-gambar-pendukung/A_PDS2/Usaha%20dan%29Investasi/Peluang%20Berdasarkan%20Komoditas/Grass%20Laut%20(2019).pdf. [October 28, 2022].Google Scholar ↗

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[refR-18] Wiswasta, IGNA et al. (2018). SWOT Analysis (Study of Model Planning, Strategy and Business Development). https://library.unmas.ac.id/repository/EBK-00057.pdf.[October 17, 2023].Google Scholar ↗

[refR-19] Yanto, HA & Nugraha. (2022). Marketing Strategy Design Using the QSPM Method at Café X Indramayu. Journal of Industrial Engineering Research (JRTI), 02(01): 65-72.Google Scholar ↗

[refR-20] Qanita A. (2022). Strategy Analysis using the SWOT and QSPM (Quantitative Strategic Planning Matrix) Methods: Case Study at D'gruz Caffe in Bluto District, Sumenep. Management Scientific Journal, 01(02): 11-24.Google Scholar ↗