Optimalisasi Pengembangan UMKM Kawasan Wisata Taman Ayodya Jakarta Selatan Menggunakan Metode SWOT dan Analytical Hierarchy Process (AHP)

Akmal, Reinaldi (2026) Optimalisasi Pengembangan UMKM Kawasan Wisata Taman Ayodya Jakarta Selatan Menggunakan Metode SWOT dan Analytical Hierarchy Process (AHP). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

UMKM di Kawasan Wisata Taman Ayodya Jakarta Selatan memiliki peran strategis dalam mendukung aktivitas ekonomi lokal berbasis ruang publik, namun masih terdapat kendala pada kemampuan pemasaran digital, inovasi produk, serta minimnya pelatihan dan koordinasi lintas kelembagaan, sehingga diperlukan strategi pengembangan yang tepat. Penelitian ini bertujuan menganalisis kondisi internal dan eksternal UMKM serta merumuskan prioritas strategi optimalisasi melalui pendekatan kuantitatif dengan metode SWOT dan Analytical Hierarchy Process (AHP). Data diperoleh melalui observasi lapangan, kuesioner kepada pelaku UMKM dan pemangku kepentingan, serta studi literatur. Hasil analisis menunjukkan bahwa kondisi internal UMKM tergolong cukup rendah dengan nilai IFAS sebesar 2,26, ditopang oleh lokasi strategis, fasilitas pendukung, serta antusiasme pelaku usaha dalam pemanfaatan media digital dan sistem pembayaran non-tunai, meskipun masih terdapat kelemahan pada literasi pemasaran digital, perencanaan usaha, jaringan kerja sama, dan akses pelatihan. Faktor eksternal memperoleh nilai EFAS sebesar 2,85, yang mengindikasikan peluang lebih dominan dibanding ancaman, terutama dari peningkatan kunjungan wisata, dukungan kebijakan urban tourism, dan perkembangan teknologi digital. Integrasi SWOT dan AHP menghasilkan empat strategi prioritas dengan rasio konsistensi di bawah 0,1, yaitu pelatihan dan pendampingan digital marketing, pembentukan forum komunikasi antara pemerintah dan UMKM, kolaborasi penyelenggaraan event dengan pengelola kawasan, serta penguatan promosi bersama melalui konten kolaboratif dan marketplace wisata. Secara keseluruhan, hasil penelitian menunjukkan bahwa optimalisasi pengembangan UMKM di kawasan ini sangat bergantung pada peningkatan kapasitas digital, penguatan kolaborasi, serta penyediaan ruang promosi yang terstruktur, sehingga UMKM berpotensi berkembang lebih berkelanjutan dan memberikan kontribusi nyata terhadap perekonomian lokal.
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Micro, Small, and Medium Enterprises (MSMEs) in Taman Ayodya Tourism Area, South Jakarta, play a strategic role in supporting local economic activities based on public spaces; however, they still face constraints related to digital marketing capabilities, product innovation, and the limited availability of training and cross-institutional coordination, which necessitates the formulation of appropriate development strategies. This study aims to analyze the internal and external conditions of MSMEs and to formulate priority optimization strategies using a quantitative approach through the SWOT method and the Analytical Hierarchy Process (AHP). Data were collected through field observations, questionnaires distributed to MSME actors and stakeholders, and a literature review. The results indicate that the internal condition of MSMEs is relatively low, as reflected by an IFAS score of 2.26, supported by a strategic location, adequate supporting facilities, and high enthusiasm among business actors for utilizing digital media and non-cash payment systems, although weaknesses remain in digital marketing literacy, business planning, cooperation networks, and access to training. Meanwhile, external factors yield an EFAS score of 2.85, indicating that opportunities are more dominant than threats, particularly due to increasing tourist visits, urban tourism policy support, and the rapid development of digital technology. The integration of SWOT and AHP results in four priority strategies with a consistency ratio below 0.1, namely digital marketing training and mentoring, the establishment of a communication forum between the government and MSMEs, collaboration in organizing events with area managers, and the strengthening of joint promotion through collaborative content and tourism marketplaces. Overall, the findings suggest that optimizing MSME development in this area strongly depends on enhancing digital capacity, strengthening collaboration, and providing structured promotional spaces, thereby enabling MSMEs to grow more sustainably and make a tangible contribution to the local economy.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Strategi Optimalisasi, Pengembangan UMKM, Kawasan Wisata, SWOT, Analytical Hierarchy Process (AHP).Optimization Strategy, MSMEs Development, Tourism Area, SWOT, Analytical Hierarchy Process (AHP).
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > H Social Sciences (General) > H61.4 Forecasting in the social sciences H Social Sciences > HC Economic History and Conditions H Social Sciences > HC Economic History and Conditions > HC79.E5 Sustainable development. (circular economy)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Developmental Studies > 60201-(S1) Undergraduate Thesis
Depositing User:	Reinaldi Akmal
Date Deposited:	08 Jan 2026 00:41
Last Modified:	08 Jan 2026 00:41
URI:	http://repository.its.ac.id/id/eprint/129346

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