Strategi Pengembangan Agroindustri Tempe di Kota Medan (Kasus: Kelurahan Tanjung Sari, Kecamatan Medan Selayang)

Abstract

One industry that has the potential to be developed is the tempe industry. Given that tempeh is a product that is favored by the local community because of its good nutritional content for health. Tempe industry that can be found in Tanjung Sari Village, Medan Selayang Subdistrict as many as 4 producers. The tempe producers found still experience obstacles to create a tempe industry development strategy. This study aims to determine the internal and external factors that affect the development of tempe agro-industry and to determine the strategies that can be implemented. The method of location selection and sample determination is purposive sampling. Data collection methods used are observation and interviews, as well as secondary data. The data analysis method in this research is qualitative data analysis with a descriptive approach and SOAR (Strenghts, Opportunities, Aspirations, and Results) analysis method. The results showed that the strategies that can be implemented by the tempeh industry in Tanjung Sari Village, Medan Selayang District are: 1) Market penetration strategies with product certification, developing trademarks, improving product quality and reputation, efforts to promote healthy lifestyle trends as well as product promotion through digital markets, and increasing cooperation with stakeholders. 2) Product development strategies through modifying the type of beans as raw material for tempeh, utilizing food processing technology to produce tempeh derivative products such as tempeh chips. 3) Government strategies by proposing, registering and forming joint business groups, especially in tempe center areas to get government support in production development, registration of distribution permits or certification, and distribution processes.