Penerapan SWOT-QSPM dalam menentukan Strategi Pengembangan Usaha Kue Lumpur Muda Mudi Jaya di Sidoarjo
DOI:
https://doi.org/10.61722/jrme.v3i5.12361Keywords:
Processing Industry; UMKM; Kue Lumpur; SWOT; QSPM.Abstract
Kue Lumpur Muda Mudi Jaya Sidoarjo is a business entity operating in the food processing industry. Despite its strategic outlet location and authentic recipe, the business faces primary operational challenges, including the limited shelf life of fresh wet pastry products, sub-optimal market reach, and intensifying competition within the regional culinary sector in Sidoarjo Regency. Therefore, a well-defined strategic direction is required to enhance competitiveness and business sustainability. This study aims to identify internal and external factors, formulate alternative strategies, and determine the priority strategy for the business development of Kue Lumpur Muda Mudi Jaya Sidoarjo. This research employs a descriptive qualitative method with a quantitative approach. Data collection techniques include observation, in-depth interviews, and questionnaires. Instrument sampling was conducted using a purposive sampling method based on expertise and direct involvement in business operations. Data were analyzed sequentially using IFE, EFE, IE, SWOT, and QSPM matrices. The evaluation results reveal a total weighted score of 2.75 for IFE and 2.25 for EFE, positioning the business in Quadrant V (Hold and Maintain) of the IE Matrix. The SWOT Matrix analysis yielded eight alternative strategies. Based on the Quantitative Strategic Planning Matrix (QSPM), the top priority strategy with the highest Total Attractiveness Score (TAS) of 13.3 is strengthening the brand identity of Sidoarjo’s signature culinary specialty through the optimization of promotions at strategic physical outlets. This strategy is implemented by refining the outlet's visual concept, highlighting the uniqueness of traditional preservative-free recipes, and utilizing digital technology via landing pages to drive consumer traffic to highly accessible souvenir stores.
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