Analisis Nilai Ekonomi dan Strategi Pemasaran Anyaman Pandan Duri Kelompok Sejati Desa Pantai Cermin Kiri Kabupaten Serdang Berdagai

Abstract

Pantai Cermin has the potential for non-timber forest products (NTFPs) which can be put to good use by the community. Pandan thorn (Pandanus tectorius) is one of the NTFPs that people use as woven material. The raw material used for weaving is pandan thorn leaves, so to estimate the production capacity of the raw material it is necessary to analyze the potential of pandan thorn at the research location. Pantai Cermin Kiri Village is one of the villages in Pantai Cermin District which has quite a lot of potential craftsmen, so this village created a group of woven craftsmen called the Sejati Group. The aim of this research is to analyze the income of woven craftsmen and to develop marketing strategies for running businesses. Based on the research results, there are 20 people who are members of the true group, the income earned during 2022 will reach IDR 145,770,000. Based on the results of the analysis regarding business efficiency, this business is considered efficient and profitable because the R/C Ratio results obtained are RCR > 1. The marketing strategy analyzed using SWOT analysis of the business position is in quadrant I, the strategy that needs to be applied in this situation is to adopt an approach aggressive growth (Growth Oriented Strategy). So several strategies can be formulated by combining internal and external factors, namely: S-O (Strengths Opportunities) Strategy, W-O (Weaknesses Opportunities) Strategy, S-T (Strength Threats) Strategy and W-T (Weaknesses Threats) Strategy.