Open AccessStrategies of Developing for Competitive Agribusiness Small Medium Enterprises (SMEs) in Rejang Lebong Regency
Author(s) -
Hefri Oktoyoki,
Febri Nur Pramudya,
Tria Anti Sukmala Yulisa
Publication year - 2019
Publication title -
jurnal mapetari stiper rejang lebong/jurnal mapetari
Language(s) - English
Resource type - Journals
eISSN - 2685-4546
pISSN - 2337-9774
DOI - 10.35989/mapetari.v4i1.7
Subject(s) - agribusiness , small and medium sized enterprises , business , marketing , agricultural science , agriculture , business administration , geography , environmental science , archaeology , finance
Small and Medium Enterprises (SMEs) has a large potential for economic progress in Indonesia, But lately, its development experienced fluctuations due to various factors. Among them is the absence of the best strategy formulation for the development of Agribusiness UMKM. one of the potential SMEs of Agribusiness in Indonesia is Rejang Lebong Regency, especially its superior MSME products. The purpose of the research were to identify the characteristic SMEs of Agribusiness in Rejang Lebong, to analyze the internal and external factors of SMEs of Agribusiness and to create competitive SMEs of Agribusiness, and to formulate a competitive SMEs strategy.
The data was conducted by giving questioner to 30 SMEs of Agribusiness, and deep interview to 5 experts.. The selection of SMEs and experts in this research was conducted using non probability method. While, the collection of data was conducted by purposive sampling technique. Data processing method was using strategy formulation analysis that consist of IFE, EFE,IE, SWOT, and AHP using expert choice software.
The results of the study show that the most influential factors in the development of Rejang Lebong's competitive agribusiness SMEs at the highest level of actors are related services, the goal with the highest weight is to improve the competitiveness of MSMEs and weighting alternative strategies is to improve the quality of products and create new variations. and create membership programs such as special discounts, and facilitate access for new customers with purchases through technology-based bookings such as the internet, social media. While product packaging innovation by changing the packaging appearance becomes more attractive, product quality assurance and halal certification, comprehensive partnership between elements such as trainings, seminars and procurement of production technology, institutional strengthening and assistance in the use of marketing technology in navigating the disruption era.