PERENCANAAN STRATEGI USAHA KECIL MENENGAH KERIPIK SINGKONG DENGAN MATRIX STRATEGIC POSITION AND ACTION EVALUATION
Lila Bismala(1*)(1) UNIVERSITAS MUHAMMADIYAH SUMATERA UTARA
(*) Corresponding Author
Abstract
Permasalahan yang dihadapi oleh ukm keripik singkong yang menjadi obyek penelitian di antaranya adalah tidak banyak melakukan inovasi, tidak ada manajemen keuangan, tingkat turn over yang cukup tinggi, ukm terdampak ketika terjadi peningkatan harga bahan baku, wilayah pemasaran yang terbatas, belum ada sertifikasi halal. Adapun pertanyaan penelitian adalah (1) factor-faktor internal dan eksternal apa sajakah yang menjadi kekuatan, kelemahan, peluang dan ancaman untuk ukm keripik singkong, (2) bagaimana strategi yang dirumuskan berdasarkan pada matriks SPACE, dan (3) bagaimanakah rekomendasi efektif yang dapat dijalankan oleh ukm keripik singkong. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dan kualitatif secara bersamaan, di mana dilakukan pemberian bobot dan rating untuk setiap instrument. Bobot masing-masing faktor tersebut mulai dari 0,0 (tidak penting) hingga 1,0 (sangat penting), yang menggambarkan signifikansi relative dari kekuatan, kelemahan bagi ukm. Skor diberikan dengan nilai antara 1 hingga 4 pada setiap faktor di mana hal ini menunjukkan bahwa faktor itu sangat lemah (peringkat = 1), lemah (peringkat = 2), kuat (peringkat = 3) atau sangat kuat (peringkat = 4). Hasil analisis kekuatan, kelemahan, peluang dan ancaman yang dilakukan menunjukkan bahwa strategi yang sesuai adalah aggressive, di mana ukm dapat menggunakan kekuatan finansial dan industry.
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