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All Journal Sanskara Manajemen dan Bisnis
Rafi, Mar’ie Muthohhar
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Decision Sciences, Operations Research & Management

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Peran Analisis PEST Dalam Penyusunan Strategi Pada PT Mora Niaga Jaya Syarifah, Siti; Rafi, Mar’ie Muthohhar; Rizanty, Nurul Rahmadani; Nurlinda, Nurlinda
Sanskara Manajemen Dan Bisnis Vol. 4 No. 02 (2026): Sanskara Manajemen dan Bisnis (SMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/smb.v4i02.703

Abstract

Penelitian ini mengkaji penerapan analisis PEST dalam penyusunan strategi PT Mora Niaga Jaya, perusahaan pabrik kelapa sawit di Aceh. Metode kualitatif studi kasus menunjukkan bahwa faktor politik (regulasi keberlanjutan) dan sosial (izin sosial operasi) saling terkait membentuk risiko reputasi dan regulasi. Sementara itu, faktor ekonomi (fluktuasi harga CPO) dan teknologi (adopsi precision agriculture) menentukan daya saing operasional. Perusahaan merespons melalui strategi integratif seperti penguatan kepatuhan, diversifikasi produk, kemitraan petani, dan investasi teknologi. Analisis PEST yang holistik terbukti kritis untuk membangun strategi yang tangguh dan berkelanjutan dalam lingkungan bisnis yang dinamis. This study examines the application of PEST analysis in strategy formulation at PT Mora Niaga Jaya, a palm oil mill in Aceh. A qualitative case study method reveals that political (sustainability regulations) and social (social license to operate) factors are intertwined, shaping reputational and regulatory risks. Meanwhile, economic (CPO price volatility) and technological (precision agriculture adoption) factors determine operational competitiveness. The company responds through integrative strategies such as strengthening compliance, product diversification, smallholder partnerships, and technology investment. Holistic PEST analysis is critical for building resilient and sustainable strategies in a dynamic business environment.
Co-Authors Nurlinda Nurlinda, Nurlinda Rizanty, Nurul Rahmadani Syarifah, Siti