Development Strategy Of Agro-tourism For Sustainability Of Agricultural Business Entity: Case Study Of Sawangan Farm In Depok, West Java

Abstract

The lack of net income that farmers receive often puts pressure on the sustainability of agribusiness businesses. This research aims to analyze the agricultural business development strategies through business diversification at an agricultural and livestock business in Depok City called Sawangan Farm Dairy. This study analyses the factors of internal and external environmental conditions that affect the increase in income and plans alternative business development strategies. The research method is descriptive-qualitative using internal factor evaluation (IFE), external factor evaluation (EFE). Analysis method were SWOT analysis and Quantitative Strategies Planning Matrix (QSPM). Sampling technic used were purposive sampling. The results of the IFE analysis show a score of 3.00, which means it is in the high category. This means that the Sawangan Farm business, from an internal aspect, has strategic value to continue to develop. The results of the EFE analysis got a score of 3.32, which is also included in the high category. This can indicate that the company has a strong external position to take advantage of opportunities and overcome existing threats to achieve company goals. The simulation results of the IFE and EFE analysis scores, or the IE matching stage, show that the company is in quadrant I. For the SWOT analysis, six strategies were found, and from the QSPM analysis, the first rank to be implemented was conducting tourism marketing through online media to potential market areas, namely the cities nearest major cities, with a value of 6.88.