Analisis Produk Agroindustri Unggulan di Kota Langsa dan Strategi Pengembangannya

Abstract

Superior products in a region must be developed to increase added value and the economy of the region. The development of superior products is carried out using strategies so that the results and development process can be well organized. Business development strategies include product development that aims to increase sales by improving the quality of existing products or product development. This study aims to determine the superior agroindustrial products produced in Langsa City and to analyze the development strategy of superior agroindustrial products produced in Langsa City. The analysis methods used are the Exponential Comparison Method (MPE) and SWOT analysis. The results of the study show that the leading agro- industrial products in Langsa City are shrimp paste, sweet potato chips, banana chips, tempeh chips, rengginang, mangrove jam and mangrove syrup. The SO strategy is the most appropriate approach for the development of the rengginang agroindustry in Langsa City. This strategy emphasizes the use of forces such as ease of distribution, the presence of stores/outlets, and the use of social media to respond to external opportunities such as increased internet access, interest in local products, and government support. Wide market opportunities can be taken advantage of by expanding distribution outside the region, as well as encouraging product innovation through attractive flavor variants and packaging. In addition, the involvement of the younger generation in production and marketing can also strengthen the competitiveness of products.