Strategi Pengembangan Hilirisasi Aren di PT. Raseka Desa Bonto Manurung Kecamatan Tompobulu Kabupaten Maros

Abstrak

This study aimed to analyze internal and external factors and formulate a strategy for palm sugar downstreaming development at PT. Raseka, Bonto Manurung Village, Tompobulu District, Maros Regency. The study was conducted from January to June 2026 using a quantitative approach. Twenty-three respondents were selected through purposive sampling, consisting of the owner and employees of PT. Raseka, palm sugar farmers, distributors, and government representatives. Data were collected through observation, interviews, questionnaires, and documentation. Data were analyzed using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), and SWOT analysis. The results showed an IFAS score of 3.27, consisting of strengths of 2.94 and weaknesses of 0.33. The EFAS score was 3.15, consisting of opportunities of 2.74 and threats of 0.42. The SWOT coordinates were X = 2.61 and Y = 2.32, placing PT. Raseka in Quadrant I (Growth Oriented Strategy). The priority strategy is the SO strategy, which utilizes the company’s strengths to capture opportunities through increasing production capacity, product diversification, strengthening digital marketing and marketplace channels, improving packaging quality, and strengthening partnerships with palm sugar farmers. These strategies are expected to increase product value added, expand market reach, and strengthen business competitiveness and sustainability.