Perancangan Model Bisnis pada UPT. Pengembangan Agribisnis Tanaman Pangan dan Hortikultura di Kabupaten Sidoarjo, Jawa Timur dengan Analisis SWOT dan BMC

Pratiwi, Aprilia Hanny (2025) Perancangan Model Bisnis pada UPT. Pengembangan Agribisnis Tanaman Pangan dan Hortikultura di Kabupaten Sidoarjo, Jawa Timur dengan Analisis SWOT dan BMC. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

UPT Pengembangan Agribisnis Tanaman Pangan dan Hortikultura merupakan salah satu Unit Pelaksana Teknis di bidang sektor pertanian khususnya pada jenis Tanaman Pangan dan Hortikultura yang didirikan pada tahun 2008 sesuai dengan PERGUB Jawa Timur Nomor 128 Tahun 2008 di bawah naungan Dinas Pertanian Propinsi Jawa Timur. UPT ini ditetapkan sebagai BLUD (Badan Layanan Umum Daerah) sehingga memiliki fungsi fleksibilitas dalam pengelolaan anggaran, dan dapat memberikan pelayanan yang efektif kepada masyarakat. Jenis tanaman pangan yang ditanam dan dibudidayakan di UPT ini yaitu jagung, bawang merah, sawi dan kangkung, namun yang menjadi produk unggulan adalah buah melon jenis Golden Langkawi. Buah melon ini selanjutnya dipasarkan di toko buah Hokky di Surabaya. Berdasarkan data yang diperoleh yaitu capaian output dan data hasil penjualan selama 5 tahun terakhir, didapatkan bahwa data tersebut tidak stabil (mengalami peningkatan dan penurunan yang signifikan) sehingga diperlukan evaluasi terhadap model bisnis yang diterapkan. Penelitian ini bertujuan untuk mengidentifikasi faktor internal dan eksternal UPT melalui pendekatan SWOT serta mengevaluasi model bisnis eksisting dan kemudian merancang model bisnis yang lebih berkelanjutan dan sesuai dengan kebutuhan pasar menggunakan kerangka Business Model Canvas (BMC). Data primer diperoleh melalui wawancara mendalam dengan narasumber internal, yaitu Kepala UPT, Kepala Seksi Produksi, dan Kepala Seksi Pemasaran, serta pihak eksternal berupa mitra bisnis (Supermarket Hokky) dan konsumen koperasi. Hasil analisis menunjukkan bahwa UPT memiliki kekuatan dalam teknologi budidaya dan kualitas produk, namun masih menghadapi tantangan dalam aspek distribusi dan promosi. Peluang besar terbuka melalui tren konsumsi buah sehat dan kemitraan dengan retail modern. Rancangan model bisnis yang dihasilkan mencakup peningkatan proposisi nilai, segmentasi pelanggan yang lebih terfokus, serta pengembangan hubungan pelanggan dan saluran distribusi. Pendekatan integratif SWOT dan BMC diharapkan menjadi acuan bagi pengembangan model bisnis pada unit agribisnis serupa di wilayah lain
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UPT Agribusiness Development of Food Plants and Horticulture is one of the Technical Implementation Units in the agricultural sector, especially in the type of Food Plants and Horticulture which was established in 2008 in accordance with East Java Governor Regulation Number 128 of 2008 under the auspices of the East Java Provincial Agriculture Office. This UPT is determined as a BLUD (Regional Public Service Agency) so that it has a function of flexibility in budget management, and can provide effective services to the community. The types of food plants grown and cultivated in this UPT are corn, red onions, caisim and water spinach, but the main product is the Golden Langkawi type of melon. This melon is then marketed at the Hokky fruit shop in Surabaya. Based on the data obtained, namely output achievements and sales results data for the last 5 years, it is found that the data is not stable (experiencing significant increases and decreases) so that an evaluation and improvement of the business model is needed. This study uses the SWOT approach to identify internal and external factors affecting UPT, evaluate the existing business model, and design a more sustainable model that aligns with market needs using the Business Model Canvas (BMC) framework. Primary data was obtained through in-depth interviews with internal stakeholders, including the Head of UPT, the Head of the Production Section, and the Head of the Marketing Section. External stakeholders, including business partners (e.g., Hokky Supermarket) and cooperative consumers, were also interviewed. The analysis results show that UPT has strengths in cultivation technology and product quality but faces challenges in distribution and promotion. There are great opportunities through trends in healthy fruit consumption and partnerships with modern retailers. The resulting business model design includes improving the value proposition, implementing more focused customer segmentation, and developing customer relationships and distribution channels. This integrative SWOT and BMC approach is expected to serve as a reference for developing business models in similar agribusiness units in other regions.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	UPT. PATPH, BLUD, Melon Golden Langkawi, Analisis SWOT, Business Model Canvas (BMC); UPT. PATPH, BLUD, Golden Langkawi Melon, SWOT Analysis,Business Model Canvas (BMC)
Subjects:	A General Works > AS Academies and learned societies (General) A General Works > AS Academies and learned societies (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Aprilia Hanny Pratiwi
Date Deposited:	21 Jul 2025 03:56
Last Modified:	21 Jul 2025 03:56
URI:	http://repository.its.ac.id/id/eprint/120240

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