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Aji Kusumastuti Hendrawan
Universitas Nahdlatul Ulama Al Ghazali Cilacap
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Journal : PROCEEDING AL GHAZALI International Conference

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BUSINESS DEVELOPMENT STRATEGY USING SWOT AND AHP METHODS IN NURI SNACK MSMES Alfiana Restuningsih; Aji Kusumastuti Hendrawan; Siti Fauzatun Wachidah
PROCEEDING AL GHAZALI International Conference Vol. 1 (2023): INCLUSIVENESS, DIGITAL TRANSFORMATION, AND RENEWABLE ENERGY FOR A BETTER FUTURE
Publisher : Universitas Nahdlatul Ulama Al Ghazali Cilacap

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Abstract

Indonesia's economy is strongly supported by MSMEs which also play a strategic role in increasing the added value of agricultural products such as sweet potatoes, bananas, and cassava. The form of agricultural product management business that is often found is a variety of chips business, one of the business actors is MSME Nuri Snack. The number of various chip business actors, makes business competition and product sales fluctuate. There needs to be a business development strategy in order to survive and win the market. One of them is with SWOT and AHP analysis. SWOT analysis provides an overview of the condition of a business that allows 4 alternative businesses depicted through a quadrant diagram of SWOT analysis. There needs to be a decision-making method to help formulate the best strategy, namely using the AHP Method The results of the Priority Vector calculation from AHP are used as weight values in matrix weighting SWOT matrix weighting obtains IFAS values (X axis = 0.31249977) and EFAS (Y axis = 0.40458977.) which results in an Aggressive Quadrant 1 position with an alternative strategy S-O (using strength to seize the opportunities they have).
Co-Authors Aji K. Hendrawan Alfiana Restuningsih Andi Hendrawan Anisha Dian Iswahyuni Arnesya Ramadhani Chumairoh, Nadya Darmayanti, Ria Dhimas Oki Permata Aji Dian Iswahyuni, Anisha Fathurohman Fathurohman, Fathurohman Fawaz Khunaefi Al Ahmad Hamdi, Muhammad Rusydan Hasan Nur Syamsi Heny Kristiana Rahmawati Imanika, Akhsanti Indriyani Indriyani Indriyani Lusiani Lusiani Lusiani Lusiani Lusiani Lusiani, Lusiani Pramomo, Sri Pramono, Sri Siti Fauzatun Wachidah Soolany, Christian Sri Pramomo Sri Pramono Syarief Hidaayatur Rohman Ulil Hikmah, Alfina Wibawan, Agung