Silvia, Hadaina Firda Imaken (2019) Strategi Pengembangan Bisnis Petani Mawar Di Desa Gunungsari, Kecamatan Bumiaji, Batu. Sarjana thesis, Universitas Brawijaya.
Abstract
Florikultura atau dikenal dengan tanaman hias merupakan salah satu sub sektor di pertanian yang memiliki potensi untuk dikembangkan. Menurut Nasution (2017), selaku Menteri Perekonomian, menyatakan bahwa pertumbuhan florikultura cukup baik jika dibandingkan pada kondisi 2012, dimana saat ini telah terjadi peningkatan produksi sebesar 150%. Adanya potensi florikultur yang masih terbuka dalam pengembangan usaha dibidang pertanian salah satunya dapat dilihat dari florikultur komoditas mawar. Menurut BPS (2017) menunjukkan bahwa produksi bunga mawar di Jawa Timur mencapai 71,76% dari total keseluruhan produksi bunga mawar di Indonesia dan produksi bunga mawar tersebut paling tinggi jika dibandingkan bunga lainnya. Selain itu menurut Supriatna (2017) selaku Ketua Bidang Horikultura Dinas Pertanian Kota Batu menyatakan bahwa produksi bunga mawar tertinggi berada di Kota Batu. Salah satu daerah di Kota Batu yang dikenal menjadi sentral bunga mawar yaitu Desa Gunungsari, Kecamatan Bumiaji. Selain desa Gunungsari terdapat beberapa daerah juga yang membudidayakan bunga mawar dan beberapa waktu terakhir juga terdapat desa yang mulai membudidayakan bunga mawar seperti Desa Mberu dan Sumbergondo. Oleh karena itu sebagai petani mawar yang berasal dari Desa Gunungsari, dimana daerah yang dikenal sebagai sentral bunga mawar harus bisa bertahan dengan adanya pesaing baru yang bermunculan. Tujuan penelitian ini yaitu 1) mengidentifikasi usaha florikultur mawar di Desa Gunungsari melalui Business Model Canvas 2) menganalisis potensi usaha florikultur mawar di Desa Gunungsari 3) merumuskan alternatif dan prioritas strategi pengembangan usaha florikultur mawar. Penelitian ini termasuk dalam jenis penelitian diskriptif kuantitatif. Penelitian dilaksanakan di Desa Gunungsari, Kecamatan Bumiaji, Batu dengan penentuan lokasi secara purposive atau disengaja. Penentuan responden dilakukan dengan menggunakan teknik purposive sampling atau penentuan sampel yang disengaja yaitu kepada Kelompok Tani Margi Rahayu Responden penelitian yaitu para pengurus Kelompok Tani Margi Rahayu yang terdiri dari ketua, sekretaris, bendahara, pengawas, dan 2 pelaksana. Hal itu dikarenakan kelompok tani tersebut merupakan kelompok tani paling aktif di Desa Gunungsari. Selain itu melalui responden pengurus kelompok tani tersebut lebih dapat memperoleh informasi yang lebih lengkap dan detail terkait hal-hal yang akan diteliti. Data yang dikumpulkan yaitu data primer (melalui wawancara, kuesioner, observasi, dan dokumentasi) dan data sekunder. Analisis data yang dilakukan dengan 3 ii tahapan analisis pertama yaitu dengan Business Model Canvas (BMC) untuk mengidentifikasi usaha florikultur yang dijalankan. Kedua analisis VRIO (Value, Rare, Imitability, Organization) untuk melihat potensi usaha serta melihat kekuatan dan kelemahan dalam lingkungan internal. Ketiga yaitu analisis SWOT (Strength, Weakness, Oportunity, Treath) yang digunakan untuk merumuskan alternatif strategi pengembangan usaha florikultur mawar. Hasil identifikasi usaha florikultur mawar di Desa Gunungsari melalui 9 blok dari Business Model Canvas menunjukkan bahwa a) Customer Segments terdiri dari kelompok pelanggan tetap, kelompok pelanggan berdasarkan jenis pekerjaan, dan kelompok pelanggan berdasarkan geografis b) Customer Relationship dilakukan dengan personal assistant, communities, dan komunikasi dengan menggunakan handphone c) Channels pengiriman di daerah Jakarta dan Bali dilakukan secara kolektif, komunikasi dalam penyampaian produk masih dari mulut ke mulut, pembeli dapat membeli dengan cara memesan atau datang ke rumah petani d) Key Partnership terdiri dari “abumen”, penjual saprodi, wedding or event organizer, tukang angkut, kondektur bis, dan lembaga keuangan e) Key Activity teridiri dari aktivitas dalam budidaya, pemanenan, penanganan pasca panen, pemasaran, dan penjualan f) Value Proportitions terdiri dari pemberian bunga berkualitas, harga bunga yang murah, pemberian bonus, garansi produk, dan pemberian pelayanan yang baik g) Key Resources terdiri dari sumber daya fisik, kemampuan, SDM (sumber daya manusia), dan keuangan h) Revenue Stream didapatkan dari penjualan bunga potong mawar dan bunga mawar untuk tabur i) Cost Structure terdiri dari pengeluaran biaya ditahap budidaya hingga panen, penanganan pasca panen atau pengemasan, dan pengiriman. Selanjutnya dari hasil analisis VRIO mayoritas lingkungan internal hanya mampu memberikan kemampuan bersaing yang sama dengan kompetitornya dengan persentase 46,7%. Melalui analisis SWOT menunjukkan hasil posisi strategi yang perlu difokuskan berada di kuadran I yaitu strategi Strenght-Opportunities (SO). Petani mawar di Desa Gunungsari diharapkan dapat mempertahankan kekuatan serta memperbaiki kelemahan yang dimiliki. Diharapkan pula para petani mawar tetap aktif dan mendukung upaya pengembangan usaha florikultur mawar nantinya, dimana manfaat dari hal tersebut nantinya dapat dirasakan oleh petani mawar sendiri. Selanjutnya diharapkan pemerintah dapat memberikan penyuluhan selain tentang kegiatan on farm, misalnya mengenai pemanfaatan media sosial dan pentingnya manajemen keuangan dalam pelaksanaan usaha. Selain itu, melalui penelitian ini diharapkan pemerintah dapat membantu dan mendukung upaya pengembangan usaha florikultur mawar di Desa Gunungsari. Kepada peneliti yang ingin melanjutkan penelitian ini dapat mengambil topik mengenai implementasi dan evaluasi strategi pengembangan yang telah dirumusakan pada penelitian ini.
English Abstract
Floriculture, also known as ornamental plants, is one of the sub-sectors in agriculture that has the potential to be developed. According to Nasution (2017), as the Minister of Economy, stated that the growth of floriculture is quite good compared to the conditions in 2012, where there has been an increase in production by 150%. The floriculture potential that is still open in developing business in agriculture can be seen from the commodity floriculture of roses. According to BPS (2017), the production of roses in East Java reached 71.76% of the total production of roses in Indonesia and the production of roses was the highest compared to other flowers. In addition, according to Supriatna (2017) as Chair of the Horiculture Sector, the Agriculture Office of Batu City stated that the highest production of roses was in Batu City. One area in Batu City which is known to be the center of roses, namely Gunungsari Village, Bumiaji District, Batu City. In addition to the Gunungsari village there are also several areas that cultivate roses and in recent times there have also been villages that have begun to cultivate roses such as Mberu and Sumbergondo Villages. Therefore as a rose farmer from the village of Gunungsari, where the area known as the central rose must be able to survive with the emergence of new competitors that emerge. The objectives of this study were 1) to identify the business of rose floriculture in Gunungsari Village through Business Model Canvas 2) to analyze the business potential of rose floriculture in Gunungsari Village 3) to formulate alternative and priority strategies for developing rose floriculture business. This research is included in the type of quantitative descriptive research. The study was conducted in Gunungsari Village, Bumiaji Subdistrict, Batu with purposive or intentional location determination. Determination of respondents was done by using purposive sampling technique or deliberate sample determination, namely to Farmers Group Margi Rahayu Research respondents were the management of Margi Rahayu Farmer Group which consisted of chairman, secretary, treasurer, supervisor, and 2 implementers. This is because the farmer groups are the most active farmer groups in Gunungsari Village. In addition, through the respondent, the management of the farmer group is more able to obtain more complete and detailed information regarding the things to be studied. The data collected is primary data (through interviews, questionnaires, observation, and documentation) and secondary data. Data analysis was carried out with the first 3 stages of the analysis, namely Business Model Canvas (BMC) to identify the floriculture business being carried out. Both VRIO analysis (Value, iv Rare, Imitability, Organization) to see the potential of the business and see the strengths and weaknesses in the internal environment. Third is the SWOT analysis (Strength, Weakness, Opportunity, Treath) which is used to formulate alternative strategies for developing rose floriculture business. The results of the identification of rose floriculture in Gunungsari Village through 9 blocks of Business Model Canvas show that a) Customer Segments consist of groups of permanent customers, groups of customers based on type of work, and customer groups based on geographical b) Customer Relationship is done with personal assistants, communities, and communication by using cellphones c) Channels for delivery in the Jakarta and Bali areas are carried out collectively, communication in product delivery is still from word of mouth, buyers can buy by ordering or coming to farm houses d) Key Partnership consists of "abumen", production vendor, wedding or event organizer, transporter, bus conductor, and financial institution e) Key Activity consists of activities in cultivation, harvesting, post-harvest handling, marketing and sales f) Value Proportitions consist of providing quality flowers, low interest rates, giving bonuses, product guarantees, and gifts good service g) Key Resources consists of physical resources, capabilities, human resources (human resources), and finance h) Revenue Stream is obtained from the sale of rose and rose flowers for sowing i) The Cost Structure consists of expenses in the stages of cultivation to harvest , post-harvest handling or packaging, and shipping. Furthermore, from the results of VRIO analysis, the majority of internal environments are only able to provide the same competitiveness as competitors with a percentage of 46.7%. Through the SWOT analysis, the results of the strategy positions that need to be focused are in quadrant I, namely the Strenght-Opportunities (SO) strategy. Rose farmers in Gunungsari Village are expected to maintain strength and improve their weaknesses. It is also hoped that rose farmers will continue to be active and support the efforts to develop rose floriculture business later, where the benefits of this can be felt by rose farmers themselves. Furthermore, the government is expected to be able to provide counseling in addition to on-farm activities, for example regarding the use of social media and the importance of financial management in the conduct of business. In addition, through this research, the government is expected to be able to help and support efforts to develop rose floriculture in Gunungsari Village. To researchers who want to continue this research can take the topic on the implementation and evaluation of development strategies that have been damaged in this study.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2019/70/051906765 |
| Uncontrolled Keywords: | - |
| Subjects: | 600 Technology (Applied sciences) > 635 Garden crops (Horticulture) > 635.9 Flowers and ornamental plants |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Endang Susworini |
| Date Deposited: | 24 Aug 2020 06:59 |
| Last Modified: | 24 Aug 2020 06:59 |
| URI: | http://repository.ub.ac.id/id/eprint/172971 |
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