Rumusan Strategi Pengembangan UMKM di Kota Payakumbuh, Provinsi Sumatera Barat
Abstract
Pemerintah Kota Payakumbuh memiliki potensi untuk pengembangan Usaha Kecil
dan Menengah (UKM) khususnya makanan rendang. Hal tersebut perlu dibuat rumusan
strategi dalam rangka meningkatkan perekonomian daerah melalui UKM. Tujuan
penelitian adalah mengidentifikasi faktor internal dan eksternal, merumuskan strategi
pengembangan UMKM dan merekomendasikan prioritas strategi pengembangan UMKM
di Kota Payakumbuh, Provisi Sumatera Barat. Data primer diperoleh dari observasi dan
wawancara. Sedangkan data sekunder di peroleh dari studi literatur. Analisis
menggunakan matriks Evaluasi Faktor Eksternal (EFE), matriks Evaluasi Faktor Internal
(EFI), matriks Internal Eksternal (IE), matriks Strengths, Weaknesses, Opportunites,
Threats (SWOT) dan Quantitative Strategic Planning Matrix (QSPM). Faktor internal
yang memiliki skor tertinggi yaitu lokasi bisnis yang strategis, sedangkan faktor eksternal
yaitu kemudahan dalam mengakses pasar digital dan peningkatan pendapatan jika
menggunakan teknologi digital. Rumusan strategi yang diperoleh yaitu peningkatan
strategi pemasaran dan penjualan daring, kolaborasi dengan pemerintah untuk pelatihan
menggunakan internet dan pemasaran daring, berinovasi dalam pengembangan produk
ataupun layanan. Payakumbuh City Government has the potential for the development of Small and
Medium Enterprises (SMEs), especially rendang food. It is necessary to formulate a
strategy in order to improve the regional economy through SMEs. The research objectives
are to identify internal and external factors, formulate SME development strategies and
recommend priority strategies for SME development in Payakumbuh City, West Sumatra
Province. Primary data were obtained from field observations and direct interviews with
resource persons, namely the owners of SMEs. Meanwhile, secondary data was obtained
from literature studies through relevant scientific journals and previous reports. Analysis
using External Factor Evaluation (EFE) matrix, Internal Factor Evaluation (EFI) matrix,
Internal External (IE) matrix, Strengths, Weaknesses, Opportunities, Threats (SWOT) and
Quantitative Strategic Planning Matrix (QSPM) matrix. The internal factor that has the
highest score is a strategic business location, while the external factor that has the highest
score is the ease of accessing digital markets and increased income when using digital
technology. The strategy formulations obtained are improving online marketing and sales
strategies, collaboration with the government for training using the internet and online
marketing, innovating in product or service development.
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