ANALYSIS OF DEVELOPMENT STRATEGIES FOR HERBAL MEDICINE SMEs USING SWOT ANALYSIS AND AHP (CASE STUDY: AIDA BALE REMPAH AND IBUNUR HERBAL MEDICINE SMEs)
Keywords:
Jamu Strategi pengembangan SWOT AHPAbstract
Herbal medicine is one of the MSME products in Sumbawa District, where most of the raw materials are obtained from the area so that it has enough potential to be developed. This research aims to get a strategy and determine strategic priorities in the development of MSMEs in the Sumbawa District. The analytical method used is SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) and Analytical Hierarchy Process (AHP) to obtain strategic priorities. Based on the results of the study, it was found that the position of Jamu Herbal MSME is in the first square, namely in conditions of supporting aggressive growth policies (growth-oriented strategy). Furthermore, the alternative strategy with the highest priority based on AHP is to maintain existing products to continue to provide excellence.
