White Organic Rice Agribusiness Development Strategy Using SWOT Analysis and QSPM Matrix Approach (A Case Study: PT Bali Sri Organik)

Authors

  • Ade Lanang Juliana Program Studi Teknik Pertanian, Fakultas Teknologi Pertanian, Universitas Udayana. Kampus Bukit Jimbaran, Badung-Bali
  • I Made Supartha Utama Program Studi Teknik Pertanian, Fakultas Teknologi Pertanian, Universitas Udayana. Kampus Bukit Jimbaran, Badung-Bali
  • Ni Nyoman Sulastri Program Studi Teknik Pertanian, Fakultas Teknologi Pertanian, Universitas Udayana. Kampus Bukit Jimbaran, Badung-Bali

DOI:

https://doi.org/10.24843/JBETA.2022.v10.i01.p14

Keywords:

white organic rice, K-means, Crosstab, SWOT, QSPM

Abstract

Increased consumer awareness on the importance of food safety and a healthy lifestylemarksup market opportunities for producers of organic food products in Bali Province. One of the organic food product companies in Bali Province is PT Bali Sri Organic (BSO) with a commodity of organic white rice. The purpose of this study is to analyze alternative and priority strategies that can be implemented by PT Bali Sri Organic in the development of organic white rice agribusiness.The research was conducted by direct interviews using questionnaires to data sources. Respondents were selected purposively and using snowball sampling technique, starting from farmers as producers, PT BSO as processor, marketing agencies, and consumers. The secondary data used in this study were obtained from the Central Bureau of Statistics and relevant literatures. Organic rice market segmentation was carried out using K-means cluster analysis (SPSS) and crosstab analysis (SPSS). Alternative strategy formulation using SWOT analysis and priority strategy formulation using QSPM matrix analysis. Research outcome of the organic rice market segmentation obtained two significant clusters of 60 respondents which is used as the basis marketing of organic white rice. In addition, the results of the study indicate that the alternative strategy that can be implemented by PT. Bali Sri Organic in the development of organic white rice agribusiness is to 1) increase market access, 2) increase productivity and production quality, 3) improve packaging

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Published

2022-04-29

How to Cite

Juliana, A. L., Utama , I. M. S., & Sulastri , N. N. (2022). White Organic Rice Agribusiness Development Strategy Using SWOT Analysis and QSPM Matrix Approach (A Case Study: PT Bali Sri Organik). Jurnal BETA (Biosistem Dan Teknik Pertanian), 10(1), 137–146. https://doi.org/10.24843/JBETA.2022.v10.i01.p14

Issue

Vol. 10 No. 1 (2022): April

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