Strategi peningkatan pendapatan usaha pisang pasir kisaran ( studi kasus : Usaha Dagang Pisang Pasir, Kecamatan Kisaran Barat, Kabupaten Asahan, Sumatera Utara)

Abstract

NICOLAS ANAKTHA TAMBUNAN, STRATEGY FOR INCREASING THE INCOME OF PISANG PASIR BUSINESS IN KISARAN (Case Study: West Kisaran District, Asahan Regency, North Sumatra). Supervised by Mrs. Iskandarini. One of the horticultural fruit products with potential for sustainable development is the banana. One of the banana-based processed products is pisang pasir. In West Kisaran District, Asahan Regency, the pisang pasir trading business is operated by UMKM under the brand name Pisang Pasir Kisaran, which is also located in the same district. One such business in West Kisaran is named Pisang Pasir Kisaran. The objective of this study is to analyze the income level of the Pisang Pasir Kisaran business, to identify its strengths, weaknesses, opportunities, and threats (SWOT) to develop strategies to increase business income, and to determine an applicable strategy for enhancing the income of Pisang Pasir Kisaran. The method used in this research involves IFAS and EFAS matrix analysis as well as SWOT analysis to formulate development strategies for the pisang pasir business.Based on the identification of external and internal factors, the appropriate strategy is an Aggressive Strategy (Growth-Oriented Strategy). Recommended strategies include leveraging the traders' experience, improving the quality of business actors through government-supported MSME programs if available, expanding the production scale of pisang pasir and other banana-based products, and optimizing marketing networks and government support.