Strategi Pengembangan Agroindustri Keripik Singkong (Studi Kasus pada UD Arrohmah, Kabupaten Pamekasan)

Abstract

Agriculture is the main potential of Pamekasan Regency. As much as 72.9% of the Pamekasan Regency population works in the agricultural sector. In 2022, cassava is the largest commodity, with a total yield of 16,976 metric tons. In fact, the cassava chips business took first place with a total of 1,693 business units.UD Arrohmah is a small industry in Pamekasan Regency that produces cassava chips. This industry has been established for about ten years, but until now, it has yet to be well developed. The production technology is still simple, and the product distribution process often experiences obstacles. There has been a significant decline in sales figures on several occasions, causing a decrease in production. This research aims to identify the company's internal and external factors, determine alternative strategies, and prioritize development strategies for UD Arrohmah. The SWOT matrix is used for strategic alternative planning, while the AHP fuzzy method is used for strategic priority planning. The results showed that the position of UD Arrohmah, based on the SWOT analysis, was in the fifth cell with coordinates (2.449;2.616). In this position, the strategy that can be applied is hold and maintain. Based on the FAHP analysis, the priority for developing the most suitable strategy to be implemented at UD Arrohmah is to increase the management's managerial ability to run a business with the support of the local and regional governments, with a weight of 0.188.