Pengembangan Model Agribisnis Perikanan Umkm Bontot Ikan Payus Melalui Business Model Canvas-Swot (Studi Kasus Umkm Lidah Punya Rasa, Kabupaten Serang

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) pengolahan hasil perikanan berperan penting dalam meningkatkan nilai tambah komoditas perikanan sekaligus memperkuat perekonomian masyarakat pesisir. Salah satu produk olahan yang memiliki potensi pengembangan adalah bontot ikan payus (Elops hawaiensis), kuliner khas Banten yang masih menghadapi berbagai kendala dalam aspek pemasaran dan pengembangan model bisnis. Penelitian ini bertujuan menganalisis model bisnis UMKM Lidah Punya Rasa, mengidentifikasi faktor internal dan eksternal yang memengaruhi pengembangan usaha, serta Menyusun rekomendasi model agribisnis melalui pendekatan Business Model Canvas (BMC) dan SWOT. Penelitian menggunakan metode studi kasus dengan pendekatan deskriptif kualitatif. Data dikumpulkan melalui wawancara, observasi, dokumentasi, dan kuesioner, kemudian dianalisis menggunakan BMC, matriks IFAS-EFAS, matriks Internal-Eksternal (IE), analisis SWOT, dan penyusunan BMC pengembangan. Hasil penelitian menunjukkan bahwa UMKM memiliki keunggulan berupa produk khas daerah, cita rasa yang konsisten, sertifikasi halal, pengalaman usaha, dan loyalitas pelanggan. Skor IFAS sebesar 2,33 dan EFAS sebesar 2,50 menempatkan usaha pada Sel V matriks IE dengan strategi hold and maintain. Strategi pengembangan difokuskan pada optimalisasi pemasaran digital, perluasan segmen pasar, inovasi produk dan kemasan, serta penguatan kemitraan usaha. Strategi tersebut kemudian diintegrasikan ke dalam model bisnis pengembangan sebagai rekomendasi peningkatan daya saing dan keberlanjutan agribisnis UMKM berbasis produk perikanan khas Banten.

Micro, Small, and Medium Enterprises (MSMEs) engaged in fishery product processing play an essential role in increasing the added value of fishery commodities while supporting the economic development of coastal communities. One traditional fishery product with promising development potential is bontot, a processed food made from payus fish (Elops hawaiensis) that represents a distinctive culinary heritage of Banten Province. This study aimed to analyze the existing business model of Lidah Punya Rasa MSME, identify internal and external factors influencing business development, and formulate a fisheries agribusiness model using the Business Model Canvas (BMC) and SWOT approaches. A qualitative descriptive case study was employed. Primary data were collected through in-depth interviews, observation, documentation, and questionnaires, while business development strategies were formulated using the Business Model Canvas, IFAS-EFAS matrices, Internal-External (IE) matrix, SWOT analysis, and an improved Business Model Canvas. The findings indicate that the enterprise possesses several competitive advantages, including a distinctive regional product, consistent product quality, halal certification, long-term business experience, and customer loyalty. The IFAS and EFAS scores of 2.33 and 2.50 positioned the enterprise in Cell V of the IE matrix, suggesting a hold and maintain strategy. Recommended development strategies include strengthening digital marketing, expanding market segments, improving product and packaging innovation, and enhancing strategic partnerships. These strategies were integrated into an improved business model to support competitiveness and the long-term sustainability of fisheries-based MSMEs.