Development Strategy For Processed Banana Products In Tarakan City (Case Study At Kedai Cemilan Santuy)

Abstract

This study was motivated by the considerable potential of Kepok banana processing as a high-value primary raw material. However, the business still faces several challenges, including unattractive packaging, limited product shelf life, and suboptimal promotional activities. This study aimed to analyze development strategies for processed banana products at Kedai Cemilan Santuy in Tarakan City, North Kalimantan Province. A descriptive qualitative and quantitative approach was employed using SWOT (strengths, weaknesses, opportunities, and threats) analysis. Data were collected through observation, interviews, and questionnaires administered to 30 respondents consisting of the business owner and consumers. The results indicate that Kedai Cemilan Santuy has strengths in the availability of raw materials, affordable prices, and a strategic location, while its weaknesses include packaging, limited human resources, and short product shelf life. Externally, the main opportunities are increasing public consumption of ready-to-eat foods and support from government programs, whereas the main threats are changes in consumer preferences and easily imitated competing products. Based on the IFAS (-0.54) and EFAS (0.91) matrix results, the business is positioned in Quadrant II (diversification strategy), indicating substantial opportunities despite several internal weaknesses. The recommended strategies include improving packaging quality, innovating flavor variants, strengthening digital promotion, and developing business partnerships to expand market share.