STRATEGI PENGEMBANGAN SEKTOR TANAMAN HIAS DI KECAMATAN ULEE KARENG KOTA BANDA ACEH MELALUI PENDEKATAN ANALISIS SWOT

Abstract

Ornamental plants are horticultural commodities with high aesthetic and economic value and hold great potential for commercial development. Ornamental plant businesses have emerged throughout Indonesia and have become a key driver of economic development. This includes the Banda Aceh area, which shows a growing trend in the number of ornamental plant entrepreneurs, spread across nearly all districts, one of which is Ulee Kareng. However, as competition intensifies, each business owner must develop appropriate strategies to sustain their enterprise. This study aims to formulate a development strategy for the ornamental plant sector in Ulee Kareng District, Banda Aceh City, through a SWOT analysis approach by comprehensively investigating internal and external factors faced by ornamental plant entrepreneurs. The research method used is descriptive qualitative, with data collection techniques including observation, interviews, questionnaires, and documentation. The analysis uses IFAS, EFAS, and SWOT matrices. The research sample was taken using the total sampling technique from a population of 5 farmers. The IFAS matrix analysis shows a strength score of 2.00 and a weakness score of 0.77, while the EFAS matrix reveals an opportunity score of 1.73 and a threat score of 1.13. The total SWOT score of 0.63 places the ornamental plant sector in Quadrant I of the SWOT matrix, indicating that the most appropriate strategy is an aggressive (growth-oriented) strategy. This strategy focuses on fully utilizing internal strengths to seize external opportunities. These include market and consumer segmentation analysis, production expansion and local partnerships, strategic cooperation with private institutions, digital marketing and promotion, as well as product innovation and diversification. This study provides strategic recommendations to support the sustainable growth of the ornamental plant sector in urban areas.