MSME Ontime Digital Service Development Strategy for Farmer-Based Agribusiness

Abstract

Ontime UMKM provides digital services for agribusiness products based on farmers and MSMEs. The problems faced by business actors are the level of knowledge of using digital services and the lack of a system that can accommodate production results. This study aims to analyze the form of digital services, strengths and obstacles, and determine appropriate development strategies and priority scales. This research involved 22 farmers and 12 MSMEs as research subjects. Qualitative data analysis was carried out using FGD (focus group discussion) and quantitative analysis using SWOT (Strength, Weakness, Opportunities and Threats) and QSPM (Quantitative Strategic Planning Matrix). Based on the research results, a priority strategy was obtained that was able to improve the company's digital services with a TAS score of 6.11, namely it was proposed to increase the reach of Ontime MSME digital services so that they are more easily accessible to all levels of society by maximizing partnerships with agencies and the government and improving product quality by collaborate with various agencies and companies.