STRATEGI PEMASARAN PADA KLASTER UBI KAYU (Manihot esculenta) UNTUK MENINGKATKAN DAYA SAING DI KABUPATEN WONOGIRI

Authors

  • Irma Wardani
  • Tria Rosana Dewi
  • Umi Nur Solikah
  • Suwardi
  • Ibnu Surya

DOI:

https://doi.org/10.32585/jase.v5i2.7390

Abstract

One approach to developing a business that is considered successful is the cluster/group approach. The cassava cluster is one of the clusters in Wonogiri Regency. This study aims to analyse alternative strategies to be applied to the cassava cluster. The data used includes primary and secondary data. Primary data was collected through stakeholder discussion forums, questionnaires and interviews with relevant actors, namely the government and business associations. The analysis methods used were Internal Factors Evaluation (IFE), External Factors Evaluation (EFE), SWOT analysis, and QSPM. The results of the study show that the IFE analysis was 2.980 and the EFE analysis was 2.512. The cassava cluster is in an aggressive position. The alternative managerial implications of the strategy are to expand the market, develop businesses, and increase productivity. The QSPM results show that the total Attractive Strategy for the market expansion strategy is 4.760, the business development strategy is 5.773, and the productivity improvement strategy is 4.585. In the QSPM matrix, the selected strategy is the one with the highest score, so the chosen strategy is the cluster development strategy. The strategy can be implemented by business actors participating in training related to the cultivation of high-quality cassava and postharvest processing of cassava. Cassava diversification can be done by processing cassava into mocaf flour or packaging it semi-cooked as frozen cassava.Keywords: Marketing, Cluster, Cassava, SWOT

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Published

2025-10-31

How to Cite

Wardani, I., Dewi, T. R., Solikah, U. N., Suwardi, & Surya, I. (2025). STRATEGI PEMASARAN PADA KLASTER UBI KAYU (Manihot esculenta) UNTUK MENINGKATKAN DAYA SAING DI KABUPATEN WONOGIRI. Journal of Agribusiness, Social and Economic, 5(2), 123–140. https://doi.org/10.32585/jase.v5i2.7390

Issue

Vol. 5 No. 2 (2025): Journal of Agribusiness, Social and Economic (JASE)

Section

Articles

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Copyright (c) 2025 Irma Wardani, Tria Rosana Dewi, Umi Nur Solikah, Suwardi, Ibnu Surya

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