UMKM Agribisnis On-Farm dan Off-Farm: Analisis Product Life Cycle (PLC) di Kapanewon Prambanan, Kabupaten Sleman

Hernowo Hernowo, Sofia Rahmawati, Muhammad Zifa Ismail

Abstract


Comprehensively, MSMEs are now seen as the driving force of the people's economy, capable of becoming a pillar of national economic development through small, local communities. The development of MSMEs in Indonesia is certainly synonymous with agricultural businesses or agribusiness MSMEs. In this modern, digital era, most agribusiness MSMEs still experience difficult market access and are unable to translate digital opportunities into competitive advantages. This study aims to analyse the product life cycle (PLC) of on-farm and off-farm agribusiness MSMEs in Kapanewon Prambanan, Sleman Regency. The research method used is a survey. Research data was collected through literature studies, questionnaires, observations and interviews. The sampling technique used was snowball sampling. A total of 30 on-farm and off-farm agribusiness MSMEs were sampled for this study. The results show that 15 on-farm agribusiness MSMEs are in the maturity stage, while 15 off-farm agribusiness MSMEs are in the growth stage.

Keywords


UMKM agribisnis, on-farm, off-farm, PLC

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DOI: http://dx.doi.org/10.25157/ma.v12i2.23627

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