ANALISIS STRATEGI PENGEMBANGAN USAHA TAPE DI ERA NEW NORMAL MENGGUNAKAN METODE SWOT DAN AHP (Analysis of Tape’s Business Development Strategy in the New Normal Era by Using the SWOT and AHP Methods)

Abstract

“Tape” is one of the traditional Indonesian foods and has become a home industry business, one of them is Mrs. Arbiyah's tape business. The Covid-19 pandemic has had an impact on the decline in sales of Mrs. Arbiyah's business tapes. This study aims to identify internal and external factors that affect sales levels, formulate alternative strategies and determine alternative strategy priorities for development in this new normal era. This study uses a SWOT (Strength, Weakness, Opportunity, Threat) and AHP (Analytical Hierarchy Process) analysis approach. SWOT analysis to identify internal factors, external factors, formulate alternative strategies and AHP analysis to determine the priority of alternative strategies. The results of the SWOT analysis obtained an IFE value of 3.101 and an EFE value of 3.052. The position of Mrs. Arbiyah's tape business is in Quadrant I, which supports aggressive strategies and from the results of the SWOT matrix, 8 alternative strategies are obtained. The results of the AHP analysis showed that the priority of alternative strategies for developing Mrs. Arbiyah's tape business was in accordance with the main problems in the IFE and EFE matrices. The priority of alternative development strategies in succession is to improve services, establish cooperation and take advantage of good relations with glutinous rice traders and cassava suppliers, as well as take advantage of economic support from the government