Strategi Sustainability UMKM Pisang Sale di Kabupaten Bungo dengan Metode SWOT dan Analytic Hierarchy Process (AHP)

Abstract

The decline of MSMEs numbers is a challenge for the government to think about how that MSMEs could survive and be sustainable. Determining the sustainability strategy is not necessarily the best strategy and in accordance with the objectives in MSMEs, so that problems arise to determine the best sustainability strategy. Therefore, in this study a combination of the SWOT method and the Analytic Hierarchy Process (AHP) was used to compare the existing alternative sustainability strategies. The difference between this research and previous research lies in determining criteria and sub-criteria and alternative choices. The number of samples used is as many as seven business owners of Banana Sale. For processing research data is assisted by using the Decision Support System (DSS) application. The results of the study on the SWOT analysis show that from the strength of the company it is dominated by products that have distinctive features and competitive prices. In terms of weaknesses, namely small capital and limited product variants are weaknesses that must be addressed immediately. Opportunities include wide market opportunities and loyal consumers. But the threat to this company is limited raw materials, weather and many new competitors to be a concern for the company. From the results of data processing using the Decision Support System application, the highest alternative option is to increase capital so that business continuity can continue.