ANALISIS GENERAL ELECTRIK MATRIK USAHA BERAS ORGANIK DI KECAMATAN SUSUKAN KABUPATEN SEMARANG

Tutik Dalmiyatun; Wahyu Dyah Prastiwi; Heri Setiyawan

doi:10.14710/agrisocionomics.v1i2.1889

DOI: https://doi.org/10.14710/agrisocionomics.v1i2.1889

ANALISIS GENERAL ELECTRIK MATRIK USAHA BERAS ORGANIK DI KECAMATAN SUSUKAN KABUPATEN SEMARANG

*Tutik Dalmiyatun - Universitas Diponegoro, Indonesia

Wahyu Dyah Prastiwi - Universitas Diponegoro, Indonesia

Heri Setiyawan - Universitas Diponegoro, Indonesia

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Abstract

Abstrak
Pertanian organik menjadi tren saat ini dan berpotensi usaha pertanian yang berkelanjutan. Tujuan penelitian adalah menganalisis kekuatan bisnis dan daya tarik usaha beras organik di Kabupaten Semarang. Penelitian dilaksanakan dengan metode survei dengan menggunakan kuesioner terstruktur. Lokasi penelitian yaitu di Kecamatan Susukan, Kabupaten Semarang yang dipilih secara purposif. Responden penelitian yaitu pelaku usaha pertanian padi organik yang berjumlah 60 responden mencakup faktor lingkungan internal dan eksternal, yang terdiri atas 30 petani, 5 distributor, 2 penyuluh pertanian, 3 pegawai koperasi (kreditur) dan 20 konsumen. Data dianalisis menggunakan analisis General Elektrik Matrix. Hasil analisis menunjukkan bahwa kekuatan bisnis yang utama yaitu kualitas produk (beras organik) dan daya tarik yang utama yaitu pada dampak lingkungan. Kekuatan bisnis termasuk kategori sedang dan daya tarik termasuk kategori tinggi dengan posisi GE Matrix ada pada sel 5 (59.63;69.13). peningkatan kekuatan bisnis dan daya tarik dengan melakukan evaluasi potensi untuk mengembangkan pasar dengan melakukan segmentasi, serta mengevaluasi kelemahan dan membangun kekuatan usaha.

Keywords: Kekuatan bisnis; daya tarik; beras organic; General elektrik matrix

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In Vol 1, No 2 (2017): November 2017

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