Strategi Pengembangan Usaha Abon Bandeng dengan Penambahan Bonggol Pisang Ulin dengan Menggunakan Metode SWOT dan QSPM

Dini Mutmainah; Sekar Wulandari; Akbar Firmansyah; Taufiq Humaidi; Fairuz Nadhifah

doi:10.53697/emak.v7i2.3814

Authors

Dini Nafisatul Mutmainah Politeknik Negeri Jember
Sekar Ayu Wulandari Politeknik Negeri Jember
Akbar Maulana Firmansyah Politeknik Negeri Jember
Taufiq Rahman Humaidi Politeknik Negeri Jember
Fairuz Nadhifah Politeknik Negeri Jember

DOI:

https://doi.org/10.53697/emak.v7i2.3814

Keywords:

Abon Ikan Bandeng, Bonggol Pisang Ulin, SWOT, QSPM, Strategi Pengembangan

Abstract

Pengembangan produk olahan bandeng di Kabupaten Sidoarjo masih didominasi penjualan ikan segar sehingga nilai tambah dan daya saing usaha belum optimal. Salah satu opsi hilirisasi adalah produksi abon bandeng dengan penambahan bonggol pisang ulin sebagai sumber serat berbasis bahan lokal yang mendukung narasi keberlanjutan. Penelitian ini bertujuan (1) mengidentifikasi faktor internal dan eksternal yang memengaruhi pengembangan usaha abon bandeng dengan bonggol pisang ulin, (2) merumuskan alternatif strategi menggunakan analisis SWOT, dan (3) menentukan strategi prioritas melalui Quantitative Strategic Planning Matrix (QSPM). Pendekatan yang digunakan adalah kualitatif–kuantitatif dengan pengumpulan data primer melalui observasi, wawancara, serta kuesioner semi-terstruktur kepada informan ahli, sedangkan data sekunder berasal dari dokumen usaha dan literatur terkait. Hasil analisis menunjukkan skor IFE sebesar 2,565 yang menandakan kondisi internal cukup kuat, sedangkan skor EFE sebesar 2,437 mengindikasikan kemampuan respons terhadap lingkungan eksternal masih cenderung lemah. Pemetaan posisi strategi menempatkan usaha pada kuadran agresif, sehingga peluang pertumbuhan tetap terbuka apabila penguatan internal dilakukan secara konsisten. Berdasarkan QSPM, strategi prioritas utama adalah merencanakan pengembangan varian produk (TAS 6,903), kemudian memperkuat branding produk sehat lokal (TAS 6,569) dan kolaborasi rantai pasok (TAS 5,897), sementara digital marketing berperan sebagai pengungkit lanjutan setelah mutu dan pesan merek stabil. Temuan menegaskan pentingnya peningkatan mutu, konsistensi proses, dan diferensiasi produk sebelum perluasan pemasaran dilakukan secara lebih luas.

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