Electronic Theses and Dissertation

Virgin coconut oil (vco) merupakan minyak kelapa murni yang dihasilkan dari daging kelapa segar tanpa pemanasan tinggi dan bahan kimia, sehingga karakteristik alaminya tetap terjaga. vco memiliki nilai ekonomi karena dapat dimanfaatkan untuk konsumsi, perawatan kulit dan rambut, serta kebutuhan herbal. salah satu usaha yang memproduksi vco adalah umkm a.r.a oil di gampong batee shoek, kota sabang. meskipun telah beroperasi sejak tahun 2017 dan menghasilkan produk yang berkualitas, pemasaran usaha ini masih menghadapi kendala berupa dominasi penjualan langsung, pemanfaatan marketplace yang belum optimal, jangkauan pasar terbatas, serta volume penjualan yang cenderung stagnan setelah tahun 2020. penelitian ini bertujuan mengidentifikasi faktor internal dan eksternal serta merumuskan strategi pengembangan pemasaran yang tepat bagi umkm a.r.a oil. penelitian dilaksanakan mulai maret 2026 dengan pendekatan studi kasus dan metode deskriptif kuantitatif. data primer diperoleh melalui observasi, wawancara, kuesioner, dan dokumentasi dengan pemilik usaha sebagai informan utama, sedangkan data sekunder diperoleh dari literatur, data usaha, dan publikasi badan pusat statistik. analisis dilakukan melalui tiga tahap, yaitu tahap input menggunakan matriks ifas dan efas, tahap pencocokan menggunakan matriks swot dan matriks internal-eksternal (ie), serta tahap penentuan strategi prioritas menggunakan quantitative strategic planning matrix (qspm). bobot faktor ditentukan melalui metode perbandingan berpasangan, sedangkan rating diberikan berdasarkan kondisi aktual usaha dengan skala 1–4. hasil penelitian menunjukkan bahwa kekuatan umkm a.r.a oil meliputi kualitas vco yang jernih dan beraroma khas kelapa, penggunaan bahan baku berkualitas, manfaat produk yang beragam, kepemilikan pirt dan halal, penerapan sop produksi, serta harga yang kompetitif. kelemahannya meliputi produksi yang belum rutin, kapasitas dan stok yang terbatas, laba usaha yang belum besar, dominasi penjualan langsung, serta pemanfaatan teknologi digital yang belum optimal. peluang usaha berasal dari perkembangan media sosial dan marketplace, pengembangan reseller, pasar luar daerah, serta dukungan pemerintah, sedangkan ancamannya meliputi rendahnya pengetahuan masyarakat tentang vco, fluktuasi harga kelapa, persaingan produk sejenis, penurunan daya beli, promosi pesaing, dan gangguan cuaca. skor ifas sebesar 2,748 dan efas sebesar 2,565 menempatkan usaha pada kuadran i swot dengan koordinat (0,918; 0,587) dan sel v matriks ie. berdasarkan qspm, promosi digital melalui whatsapp, instagram, dan shopee menjadi strategi prioritas dengan nilai tas 5,937, diikuti pengembangan reseller sebesar 5,376 dan penawaran produk berdasarkan fungsi penggunaan sebesar 4,150. dengan demikian, penguatan promosi digital menjadi strategi utama untuk memperluas pasar.

Virgin Coconut Oil (VCO) is pure coconut oil produced from fresh coconut meat without high-temperature heating or the use of chemical substances, thereby preserving its natural characteristics. VCO has significant economic value because it can be utilized for food consumption, skin and hair care, and herbal purposes. One of the enterprises producing VCO is A.R.A Oil Micro, Small, and Medium Enterprise (MSME) located in Gampong Batee Shoek, Sabang City. Although the business has been operating since 2017 and produces high-quality VCO, its marketing activities still face several constraints, including the dominance of direct selling, limited utilization of online marketplaces, restricted market reach, and relatively stagnant sales volume after 2020. This study aimed to identify the internal and external factors affecting the business and to formulate appropriate marketing development strategies for A.R.A Oil MSME. The research was conducted starting in March 2026 using a case study approach and a descriptive quantitative method. Primary data were collected through observation, interviews, questionnaires, and documentation, with the business owner serving as the main informant. Secondary data were obtained from literature, business records, and publications of the Central Bureau of Statistics. The analysis consisted of three stages: the input stage using the Internal Factor Analysis Summary (IFAS) and External Factor Analysis Summary (EFAS) matrices; the matching stage using the SWOT and Internal–External (IE) matrices; and the decision stage using the Quantitative Strategic Planning Matrix (QSPM). Factor weights were determined using the pairwise comparison method, while ratings were assigned based on the actual business conditions using a scale of 1 to 4. The results showed that the strengths of A.R.A Oil MSME include the clear quality and distinctive coconut aroma of its VCO, the use of high-quality raw materials, diverse product benefits, ownership of PIRT and Halal certifications, implementation of Standard Operating Procedures (SOPs), and competitive pricing. Its weaknesses include irregular production, limited production capacity and inventory, relatively low business profits, reliance on direct selling, and suboptimal utilization of digital technology. Business opportunities arise from the growth of social media and online marketplaces, reseller network development, expansion into markets outside the region, and government support. Meanwhile, the threats include limited public awareness of VCO, fluctuations in coconut prices, competition from similar products, declining consumer purchasing power, competitors’ promotional activities, and weather-related disruptions. The IFAS score of 2.748 and the EFAS score of 2.565 positioned the business in SWOT Quadrant I with coordinates (0.918, 0.587) and in Cell V of the IE Matrix. Based on the QSPM analysis, digital promotion through WhatsApp, Instagram, and Shopee was identified as the top-priority strategy with a Total Attractiveness Score (TAS) of 5.937, followed by reseller network development with a TAS of 5.376 and product offerings based on functional uses with a TAS of 4.150. Therefore, strengthening digital promotion is considered the primary strategy for expanding the market.