Perancangan Strategi Pengembangan Semir Sepatu Alami Berbahan Dasar Kulit Pisang Menggunakan Metode SWOT dan BMC

Abstract

Jember Regency is one of the largest banana-producing regions in Indonesia, generating an abundance of banana peel waste. This waste contains tannins, polyphenols, and natural oils that have the potential to be utilized as raw materials for eco-friendly natural shoe polish. This study aims to analyze the internal and external factors influencing the development of natural shoe polish made from banana peels, formulate development strategies using SWOT analysis, and design a business model through the Business Model Canvas (BMC). The study employs a quantitative descriptive approach supported by qualitative data from expert interviews. Data were obtained from a questionnaire distributed to 50 respondents and interviews with three experts related to the shoe care industry. Analysis was conducted using the IFAS, EFAS, SWOT, and BMC matrices. The research results indicate that the natural shoe polish product has strong internal conditions, with an IFAS score of 3.175, and supportive external conditions, with an EFAS score of 3.309. The product’s main strengths lie in the use of natural raw materials derived from banana peel waste, its eco-friendly nature, and the abundant availability of raw materials. The greatest opportunities stem from growing public interest in ecofriendly products, support for the utilization of organic waste, and marketing through social media and online marketplaces. The SWOT analysis results indicate that the product is in Quadrant I (aggressive strategy) with coordinates (0.66; 0.71), so the recommended strategy is to leverage strengths to capture market opportunities. The integration of SWOT and BMC yields recommendations for strengthening digital marketing, improving product quality, expanding partnerships with laundry services and shoe stores, and developing a sustainable business model. Based on the Product Life Cycle (PLC) analysis, the product is in the Introduction stage, with strategies focused on increasing brand awareness, product promotion, and market penetration. These strategies are expected to enhance the competitiveness and sustainability of the natural shoe polish business made from banana peel.