<![CDATA[This study aims to analyze internal (strengths and weaknesses) and external (opportunities and threats) factors, as well as analyze the strategies used to increase the income potential of kratom farmers in Kepala Gurung Village. This study uses a descriptive qualitative approach. This research uses SWOT analysis. The results of this study indicate that the kratom business in Kepala Gurung Village serves as an alternative source of income that increases the economic resilience of farming households, although it is mostly positioned as additional income. The kratom business is in Quadrant I (Strength–Opportunities), indicating relatively favorable business conditions. The most appropriate strategy to implement is an aggressive strategy (SO), namely a strategy that maximizes internal strengths to optimally utilize external opportunities. Based on the results of the kratom business development strategy formulated through a SWOT analysis as seen from IFAS and EFAS, it includes optimizing land and farmer expertise to increase productivity, strengthening partnerships with exporters and the herbal industry, developing value-added kratom derivative products, utilizing the domestic market and local culture as alternative market expansion, and increasing promotion through exhibitions and digital platforms.]]>
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