ANALISIS STRATEGI PENGEMBANGAN USAHA GULA SEMUT DI DESA KARANGGADUNG KECAMATAN PETANAHAN KABUPATEN KEBUMEN UNTUK MENINGKATKAN PEREKONOMIAN MASYARAKAT

Abstract

This research aims to determine strategic prioritiy in developing ant sugar business in Karanggadung village. The basic method of analytical descriptive research. The research location is Karanggadung. The data used in this study are primary data and secondary data. Data analysis used IFE, EFE, SWOT, and QSPM. The results showed that internal factors that influence are human resources, marketing, finance and production. External factors that influence are government, consumers, suppliers, competitors, and marketing agency. SWOT analysis produces strategy are apply appropriate methods to improve product quality and increase market share, improve the quality of more attractive and aggressive advertising, enhance marketing partnership to expand the marketing network, maintain customer loyalty by using the bonus package, and starting to develop the central area of sugar ants as a tourist, industrial and educational. The analysis of QSPM is to use a strategy improve the quality of more attractive and aggressive advertising. 

Keyword: Strategi development, IFE, EFE, SWOT, QSPM