Strategi Pengembangan UMKM Berbasis Sistem Agribisnis Kopi dan Pisang Di Pekon Sri Menanti Kecamatan Air Hitam Kabupaten Lampung Barat

Micro, Small, and Medium Enterprises (MSMEs) based on leading agricultural commodities play an important role in creating added value and increasing community income. Pekon Sri Menanti, Air Hitam District, West Lampung Regency, has considerable potential for developing MSMEs within the coffee and banana agribusiness system, supported by the availability of raw materials. However, these enterprises continue to face several challenges, including traditional marketing practices, the absence of standardized production processes, and limited human resource capacity. This study aims to identify key internal and external strategic factors and formulate development strategies for MSMEs within the coffee and banana agribusiness system in Pekon Sri Menanti. A case study approach was employed, involving business owners, academics, and relevant stakeholders. Data were analyzed using the Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), Internal-External (IE), Strengths-Weaknesses-Opportunities-Threats (SWOT), and Quantitative Strategic Planning Matrix (QSPM) methods. The results show that the main strength of these MSMEs is the availability of coffee and banana raw materials, while their main weakness is traditional marketing. The main opportunity is the use of information technology for marketing, while the main threat is inadequate infrastructure to support MSME development. The IE matrix places these enterprises in Cell IV (growth and build). Based on the QSPM analysis, the priority strategies are increasing sales through digital marketing (6.806), maintaining production stability through raw material management (6.516), improving product quality through product innovation and the implementation of production standards (6.423), and strengthening human resource capacity through training (6.289).