Analisis Strategi Pengembangan Bisnis Menggunakan Metode Swot Dan Ahp Di Usaha Penggilingan Padi XYZ

Kurniawan, Ma'ruf (2026) Analisis Strategi Pengembangan Bisnis Menggunakan Metode Swot Dan Ahp Di Usaha Penggilingan Padi XYZ. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Usaha Penggilingan Padi (UPP) menghadapi permasalahan strategis berupa ketidakstabilan mutu bahan baku gabah, lemahnya pengendalian proses produksi, serta tingginya risiko rafaksi yang berdampak pada kinerja operasional dan keberlanjutan usaha. Penelitian ini bertujuan untuk mengidentifikasi faktor strategis dominan serta merumuskan dan memprioritaskan strategi pengembangan bisnis UPP XYZ secara optimal menggunakan pendekatan integrasi SWOT dan Analytical Hierarchy Process (AHP) (A’WOT). Hasil analisis menunjukkan bahwa faktor kelemahan internal merupakan faktor paling dominan dengan bobot 0,436, diikuti oleh faktor ancaman sebesar 0,299, peluang sebesar 0,169, dan kekuatan sebesar 0,096. Faktor strategis dengan bobot global tertinggi meliputi belum optimalnya standarisasi parameter mesin produksi (0,180), penurunan kualitas bahan baku gabah (0,144), serta keterbatasan sistem pencatatan dan pengelolaan data produksi (0,120). Sintesis prioritas strategi berdasarkan AHP menunjukkan bahwa strategi WO1 berupa standardisasi parameter mesin dan SOP quality control berbasis data menempati peringkat pertama dengan bobot 0,220, diikuti oleh strategi WT2 pengembangan sistem pencatatan digital sederhana (0,179) dan strategi WO2 pengadaan dryer skala terukur (0,163). Strategi berikutnya adalah ST2 pengaturan alur logistik dan sortasi awal gabah (0,123) serta WT1 penerapan preventive maintenance (0,106),sementara strategi berbasis ekspansi pasar seperti SO1 pengembangan lini beras premium (0,087) dan SO2 optimalisasi kemitraan BULOG disertai upgrading alat (0,060) memiliki prioritas lebih rendah. Hasil ini menunjukkan bahwa strategi pengembangan UPP XYZ sebaiknya difokuskan pada penguatan fondasi internal melalui perbaikan sistem produksi, pengendalian mutu berbasis data, dan mitigasi risiko operasional sebelum diarahkan pada pengembangan pasar, sehingga mampu meningkatkan stabilitas mutu, efisiensi proses, dan daya saing usaha secara berkelanjutan.
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Rice milling enterprises face strategic challenges related to unstable paddy quality, weak production process control, and high risk of price deductions (rafaction), which directly affect operational performance and business sustainability. This study aims to identify the dominant strategic factors and to formulate and prioritize optimal business development strategies for Rice Milling Unit (RMU) XYZ using an integrated SWOT and Analytical Hierarchy Process (AHP) approach (A’WOT). The results indicate that internal weaknesses constitute the most dominant factor with a weight of 0.436, followed by external threats (0.299), opportunities (0.169), and strengths (0.096). The strategic factors with the highest global weights are the lack of standardized machine operating parameters (0.180), declining paddy quality (0.144), and limitations in production data recording and management systems (0.120). Strategy priority synthesis using AHP shows that WO1—standardization of machine parameters and data-based quality control SOPs—ranks first with a weight of 0.220, followed by WT2—development of a simple digital production recording system (0.179), and WO2—procurement of a scale-appropriate paddy dryer (0.163). Subsequent priorities include ST2—optimization of logistics flow and early paddy sorting (0.123) and WT1—implementation of preventive maintenance programs (0.106), while market-expansion-oriented strategies such as SO1—development of premium rice product lines (0.087) and SO2—optimization of BULOG partnership accompanied by equipment upgrading (0.060) receive lower priority. These findings indicate that RMU XYZ should prioritize strengthening internal operational foundations through process standardization, data-driven quality control, and operational risk mitigation before pursuing market expansion, to enhance quality stability, production efficiency, and long-term business competitiveness.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	produksi beras, strategi bisnis, rice milling unit, SWOT, Analytic Hierarchy Process, rice production, business strategy
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis. H Social Sciences > HD Industries. Land use. Labor > HD30.28 Planning. Business planning. Strategic planning. H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural industries T Technology > T Technology (General) > T58.62 Decision support systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Ma`ruf Kurniawan
Date Deposited:	18 Jun 2026 00:49
Last Modified:	18 Jun 2026 00:49
URI:	http://repository.its.ac.id/id/eprint/133864

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