Development Strategy Of Small Medium Traditional Jamu Business In Madura Traditional Jamu Company In Janor Koneng Distric

Abstract

Pamekasan Regency is one of the regencies on the island of Madura that has the potential for production and development of traditional herbal medicine with a total of 13 sub-districts that have many traditional herbal medicine businesses in the form of MSMEs, one of which is PJ. Janor Koneng. PJ. Janor Koneng is the oldest traditional herbal medicine company in Pamekasan Regency which has more than 100 years of age whose business has been managed for generations. Currently managed by Mrs. Sarah Lubabah, and is categorized as a fairly large business.

This study aims to determine the planning and development strategy of SMEs in traditional herbal medicine PJ. Janor Koneng, Pakistan. The method used in this research is a case study. The data collection techniques used are questionnaires, interviews and literature studies. The data analysis technique used is the calculation of IFAS, EFAS, IE Matrix, SWOT, and QSPM. The results of this study indicate that the strategic priorities that can be set by the herbal medicine industry in Pemekasan Regency include improving product quality, increasing promotion and expanding marketing areas, increasing partnerships, and maintaining company image.