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All Journal Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Ayyasy Ahmad Ar Royhan
Universitas Duta Bangsa Surakarta
Computer Science & IT Decision Sciences, Operations Research & Management Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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ORGANIC RICE BUSINESS DEVELOPMENT STRATEGY THROUGH MARKETING NETWORK EXPANSION (A CASE STUDY OF PT AGRIWIRA MANDIRI SEJAHTERA) Ayyasy Ahmad Ar Royhan; Rahmawati Setiyani; Annisa Nugraheni Afridhianika
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/tn32df70

Abstract

Determining priority strategies is a crucial step indeveloping an organic rice business, enabling the companyto increase competitiveness and strengthen its marketingnetwork. This study aims to determine priority strategies fordeveloping an organic rice business by strengthening itsmarketing network at PT Agriwira Mandiri Sejahtera usingthe Quantitative Strategic Planning Matrix (QSPM). Thestudy employed a case study with a quantitative descriptiveapproach. Data were obtained through observation,interviews, documentation, and questionnaires distributedto key informants, namely the Owner and Marketing of PTAgriwira Mandiri Sejahtera. The QSPM analysis wasconducted based on alternative strategies formulatedthrough a SWOT analysis. The results showed that thepriority strategy with the highest Total Attractiveness Score(TAS) was optimizing digital marketing and social media toincrease brand awareness and reach a wider market. Thisstrategy was deemed the most effective because itexpanded the marketing network, increased brandrecognition, and reached a wider consumer base throughthe use of digital platforms. The implementation of thisstrategy is expected to enhance the company'scompetitiveness and support the sustainable developmentof the organic rice business.
Co-Authors Annisa Nugraheni Afridhianika Rahmawati Setiyani