ANALISIS STRATEGI PENGEMBANGAN KEBERLANJUTAN UMKM AGRIBISNIS KELAPA DI ERA DIGITAL

Abstrak

This research aims to analyze trends and dynamics of change in the coconut agribusiness sector which is influenced by developments in digital technology. Identify the main challenges faced by coconut agribusiness MSMEs in adopting sustainability strategies in the digital era and evaluating the effectiveness of the sustainability development strategy that has been implemented by coconut agribusiness MSMEs. This research uses a qualitative approach. Qualitative data collection involved in-depth interviews with coconut agribusiness MSME owners, industry players and related experts. SWOT analysis is used to analyze the strengths, weaknesses, opportunities and threats faced by MSME owners. Survey questions also focused on aspects of sustainability, challenges faced, and strategies that have been adopted. Structured interviews will be conducted with MSME owners to gain in-depth insight into their experiences and viewsThe conclusion of this research is that the development of digital technology has had a significant impact on the coconut agribusiness sector by opening up new opportunities through the adoption of e-commerce platforms and data analytics, which can increase efficiency and visibility in the supply chain. To remain competitive, coconut agribusiness MSMEs need to understand and follow technological developments. The main challenges facing MSMEs involve climate change, commodity price fluctuations and market uncertainty, which require adaptation and mitigation strategies according to the context and size of the business. Limited resources, both capital and technical skills, are obstacles that need to be overcome through a holistic approach. Evaluation of sustainability strategies shows varying success, with some strategies successfully increasing production efficiency and reducing environmental impacts. Suitability of strategy to the business context and optimization of limited resources are the keys to supporting the implementation of the most relevant strategies.