Strategi Pengembangan Usaha Cemilan Fadliansyah di Dusun Kuri Lompo Desa Nisombalia Kecamatan Marusu Kabupaten Maros

Abstract

The Fadliansyah Snack Business is a home-based micro-enterprise located in Kuri Lompo Hamlet, Nisombalia Village, Marusu District, Maros Regency. It processes local agricultural produce—such as bananas, cassava, and corn—into value-added snack products. This study aims to analyze internal and external factors and formulate a development strategy for the business. The research was conducted from January to April 2026. Respondents were selected using purposive sampling, comprising 11 individuals: the business owner, employees, large and small-scale distributors, PNM Mekar staff, PLUT staff, and consumers involved in the business's downstreaming process. Primary data were obtained through observation, interviews, questionnaires, and documentation, while secondary data were sourced from relevant documents. Analysis was performed using the SWOT method, utilizing IFAS and EFAS matrices and a SWOT diagram. Internal factors for the business include strengths—specifically unique products and consistent quality (score: 0.66)—and weaknesses—specifically disorganized financial record-keeping and simple or limited production technology (scores: 0.15 each). External factors include opportunities—specifically the presence of steady raw material suppliers supporting smooth production (score: 0.68)—and threats—specifically rapidly changing consumer tastes (score: 0.16). The development strategy for the Fadliansyah Snack Business falls into Quadrant I with coordinates (1.69, 1.62); this indicates that the business possesses internal strengths of 2.24 and external opportunities of 2.12, leading to the adoption of an S-O (Strength-Opportunity) strategy.