Musdiana, Andi Desy (2023) Strategi Pengembangan Usaha Dodol Nanas Kelompok Tani Kemuning Kelurahan Mundam Kecamatan Medang Kampai Kota Dumai. Masters thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the pineapple dodol business development strategy of the Kemuning Farmer Group, Mundam Village, Medang Kampai District, Dumai City. This type of research systematically uses the Quantitative Strategic Planning Matrix (QSPM), a derivative of SWOT analysis to solve research problems and identify the position of internal and external environmental factors whose results will be used in strategy formulation. However, literally this research is included in the descriptive quantitative method on the grounds that the problem can be solved with the IFAS, EFAS, IE, SWOT and QSPM matrices which are all in the form of matrices (numbers) and there are also accompanying descriptions. Data collection techniques with observation, interviews, questionnaires (questionnaires) and documentation. The population in the Kemuning Farmer Group amounted to 30 people with a sample of 6 people. The sample was taken by purposive sampling method, which is a sampling technique with certain considerations. Data analysis using IFAS, EFAS, IE, SWOT and QSPM matrix. Based on the results of the IFAS and EFAS matrices, it shows that "The strategic location is located in Mundam Village which is the road to the tourist area" is the biggest strength factor and "Marketing (promotion) has not been intensive and less varied" as the biggest weakness, the IFAS matrix (strengths and weaknesses) of 3.45 While the biggest opportunities owned by the Kemuning Farmer Group are "The existence of support from the Government for community business activities", "Continuity of raw materials is maintained", and "Cooperation with government agencies and companies", and the biggest threat is "The existence of substitute products", EFAS Matrix (opportunities and threats) of 3.58. The results of the IE matrix show that the Kemuning Farmer Group's pineapple dodol business is in quadrant I, namely growth and build. The QSPM matrix results obtained from the SWOT matrix resulted in 8 alternative strategies. The top priority strategy is to improve product quality and increase creative promotion by expanding the range of marketing distribution partnership networks (within and outside the city, etc.), with a TAS value of 5.972.

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