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All Journal JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian
Tiara Ayu Nugraha Putri
Program Studi Manajemen Agribisnis Jurusan Manajemen Agribisnis Politeknik Negeri Jember
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences Veterinary

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Analisis SWOT Pengembangan Usaha Tempe di Desa Tambakberas Tiara Ayu Nugraha Putri; Ika Puspitasari Dyah Rahmadhani; Purbowo Purbowo
JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Vol. 10 No. 1 (2025)
Publisher : Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37149/jia.v10i1.1781

Abstract

The production of tempe is the most prevalent small and medium-sized enterprises (SMEs) in Indonesia. The popularity of tempe among Indonesians is closely linked to its health benefits. The high consumption rate of tempe indicates significant potential for the industry, particularly for SMEs involved in its production. A home-based tempe business in Tambak Beras Village, Jombang Regency, exemplifies such an SME. Despite its considerable potential, observations reveal that the business faces several challenges, including the absence of a governing institution or agency, poor financial management, and a labor shortage. This study uses SWOT analysis to formulate an appropriate development strategy for tempe production in Tambakberas Village, Jombang Regency. The research employs descriptive and quantitative methods to analyze development strategies for tempe SMEs. The data was collected in 2024 in Jombang Regency. The purposive sampling was used to select the study sample. Data was collected by observation and interviews. Then, the data was analyzed using SWOT analysis and the EFAS and IFAS matrix. The results showed that the tempe in Tambakberas Village, Jombang Regency, holds a strong internal position with an internal key factor score of 1.10. The EFAS matrix analysis reveals an external key factor score of 1.55, indicating that the business is well-positioned to capitalize on opportunities while managing industry threats. Based on the IE matrix derived from the EFAS and IFAS matrices, the tempe business in Tambakberas Village is located in Quadrant I. This positioning suggests that an aggressive strategy is recommended to foster growth, given that the Tempe business has internal strengths that align with external opportunities. The research implies that the home industry needs to improve Human Resources competency, optimize financial management, and expand the tempe business.
Optimalisasi Strategi Pemasaran Kerupuk Bawang UMKM MJT di Desa Siwalan Nganjuk Melalui Pendekatan STP dan Marketing Mix Ika Puspitasari Dyah Rahmadhani; Tiara Ayu Nugraha Putri
JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian Vol. 10 No. 4 (2025)
Publisher : Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37149/jia.v10i4.2062

Abstract

Micro, Small, and Medium Enterprises (MSMEs) are vital to the Indonesian economy, yet they often face challenges such as limited capital, low-quality human resources, weak marketing strategies, and lack of product innovation. MJT MSME is a small business that produces onion crackers in Siwalan Village, Sawahan Subdistrict, Nganjuk Regency. MSMEs in this area experienced a 6% increase compared to 2023. With increasing competition in the cracker industry, these businesses must adapt to remain competitive and sustainable. This study aims to analyze and develop an optimal marketing strategy for the MJT onion cracker MSME in Siwalan Village by integrating the STP framework and the 4P marketing mix, tailored to the current market conditions. The research method used is descriptive qualitative method. The research was conducted in February 2025 and located in MJT MSMEs, Nganjuk with a total of 15 respondents. The research location was selected by purposive sampling to ensure relevance to the research objectives. The data collection methods used were semi-structured interviews, questionnaires, direct observation, and document studies. This research uses a qualitative descriptive approach using two main analytical frameworks: STP (segmenting, targeting, positioning) and the 4P marketing mix (product, price, place, promotion). The results showed that the development strategy by utilizing appropriate technology can be used to maintain the sustainability of onion cracker products. The application of appropriate technology is given as a solution to sustain production in the face of seasonal obstacles and spikes in product demand as well as an adaptive marketing strategy for businesses in facing an increasingly competitive market.
Co-Authors Ika Puspitasari Dyah Rahmadhani Purbowo Purbowo