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All Journal Jurnal Teknoin IPTEK Journal of Proceedings Series Jurnal Filsafat Proceeding International Conference on Information Technology and Business Neo-Bis Jurnal Teknobisnis International conference on Information Technology and Business (ICITB) Journal of Information Systems Engineering and Business Intelligence Religi: Jurnal Studi Agama-agama Panggung Jurnal Sistem dan Manajemen Industri Jurnal Studi Manajemen dan Bisnis Syntax Literate: Jurnal Ilmiah Indonesia Jurnal Teknik Industri: Jurnal Keilmuan dan Aplikasi Teknik Industri IJOCE (International Journal of Offshore and Coastal Engineering) Matrik : Jurnal Manajemen dan Teknik Industri Produksi International Journal of Marine Engineering Innovation and Research JISO : Journal of Industrial and Systems Optimization COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Teknologi dan Manajemen Industri Terapan Journal Research of Social Science, Economics, and Management Sewagati Jurnal Kewirausahaan dan Inovasi Advance Sustainable Science, Engineering and Technology (ASSET)
Nurhadi Siswanto
2Department Of Industrial And Systems Engineering Institut Teknologi Sepuluh Nopember, Surabaya
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Prioritizing Business Development Strategies for a Rice Milling Enterprise: An Integrated SWOT-AHP Approach Kurniawan, Ma'ruf; Siswanto, Nurhadi
Jurnal Kewirausahaan dan Inovasi Vol. 5 No. 2 (2026)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Purpose – This study aims to identify the dominant internal and external factors affecting RMU Kurnia Illahi and determine the optimal priority strategies for business development. The research focuses on addressing operational challenges faced by small-scale rice milling units serving both government procurement and private commercial markets. Design/Methodology/Approach – This study employs a descriptive sequential exploratory mixed-methods design. Data were collected through semi-structured interviews and Saaty 1–9 pairwise comparison questionnaires involving six purposively selected expert respondents, consisting of three internal and three external experts. The data were analyzed using SWOT analysis integrated with the Analytical Hierarchy Process (AHP), TOWS Matrix, and sensitivity analysis. The expert assessments were aggregated using the geometric mean method. Findings – The findings indicate that internal weaknesses are the dominant strategic factors with a weight of 0.436, followed by threats (0.299), opportunities (0.169), and strengths (0.096). The highest-priority development strategy is WO1, which focuses on standardizing machine parameters and implementing data-based quality-control SOPs, with a priority score of 0.220. Sensitivity analysis confirms the robustness of this strategy. The results suggest that strengthening internal operational capabilities should be prioritized before pursuing broader market expansion. Originality/Value – This study contributes to strategic management and agribusiness literature by providing contextual evidence on business development strategies for small-scale rice milling units operating in dual-market environments. Methodologically, the integration of SWOT, AHP, TOWS, and sensitivity analysis offers a comprehensive decision-making framework for prioritizing operational improvements before market growth initiatives..
Co-Authors -, Elisabeth Adhi Iswantoro Adianto, Asyraf Nur Afanda Dwi Ragil Risnavian Agoes Santoso Aguk Zuhdi Muchamad Fathallah Ahmad Rusdiansyah Ahmed Raecky Baihaqy Alfa Muhammad Megawan Ali Reza, Muhammad Alloysius Vendhi Prasmoro Andi Irma Arianty Ardi Nugroho Yulianto Aris Setya Yuwana Asyraf Nur Adianto Asyraf Nur Adianto Atikah Aghdhi Pratiwi Aydin Dogan Aydin Doğan Bachtiar Rosihan Aghda Baihaqy, Ahmed Raecky Budi Santosa Cahyono, Beny Danim Musthofa Danu Utama Defriko Christian Dewandhika Dewi Sartika Dewi Sartika Dharma Gita Surya Prayoga Dimas Fajar Prasetyo Effi Latiffianti Eko Nurmianto Elisabeth - Erwin Widodo Erwin Widodo Erzad Iskandar Putra Fakher Shwan Rafeek Faris Zulfar Rosyadi Faris Zulfar Rosyadi Fathallah, Aguk Zuhdi Muhammad Galih Irvandi Giri Waluyo Nugraha Gita Marina Ahadyanti Hafidz Ridho Hamdan Muhammadi Hari Prastowo Hasan Aji Prawira Hasan Aji Prawira Herawatie, Dyah Herry Sufyan Hadi Imam Trio Utama Irfan Zidni Iwan Febrianto Jamal Ramadhan Jamal Ramadhan Khoirunnisa Mahdiyah Syawalina Khoirunnisa Mahdiyah Syawalina Kurniawan, Ma'ruf Kusnadi Agus Nugroho M. Badrus Zaman Madina Nur Pratiwi Madina Nur Pratiwi Mar'atus Sholihah Martua Philipus Patia Raja Maulin Masyito Putri Mohd Shukor Salleh Muhammad Ali Reza Muhammad Badrus Zaman Muhammad Badrus Zaman Muhammad Naufal Bintang Muhammad Naufal Bintang Muhammad Saifulloh Muhammad Saifulloh Muhammadi, Hamdan Musthofa, Danim Nabila Yuraisyah Salsabila Nabila Yuraisyah Salsabila Nugroho, Dwi Oktavianto Wahyu Oryza Akbar Rochmadhan Oryza Akbar Rochmadhan Prasetyo, Dimas Fajar Prawira, Hasan Aji Prayoga, Dharma Gita Surya Priambodo, Bangkit Nadyo Priyanta, Dwi Priyanta, Dwi Retno Widyaningrum Reza Tianto Ridho, Alvin Ichwannur Rizky Agung Sukandar Rochmadhan, Oryza Akbar Salsabila, Nabila Yuraisyah Semin Semin Semin Semin Semin Semin Semin Semin Septia Hardy Sujiatanti Septian Cahya Shaneza Fatma Rahmadhanty Shaneza Fatma Rahmadhanty Stefanus Eko Wiratno Sukriyah Kustanti Moerad Sukriyah Kustanti Moerad Teguh Putranto Trika Pitana Widodo , Erwin Wolfgang Busse Wolfgang Busse Yani Dhina Mirenani Yani Dhina Mirenani Yosafat Yudhisamita Yuda Apri Hermawan Zaman, Muhammad Badrus Zya Labiba Zya Labiba