STRATEGIES FOR THE DEVELOPMENT OF THE STARCH CRACKER BUSINESS THROUGH IMPROVING PRODUCT QUALITY AND MARKETING IN THE VILLAGE OF SELO
DOI:
https://doi.org/10.70248/jakpt.v4i1.4802Abstract
This study aims to describe strategies for developing a starch-based cracker business, identify supporting and inhibiting factors, and examine worker involvement in one such business in Selo Village, Grobogan Regency. The study employed a descriptive qualitative approach using a single-case study design. Data were collected through interviews with three purposively selected informants (the business owner, a worker and a consumer), observation and documentation; the findings were analysed thematically and mapped using a descriptive SWOT analysis. The results indicate that the business maintains its recipes and product quality, utilises machinery in some production processes, and relies on customer recommendations for marketing. The main constraints include rising raw material prices, limited capital and labour, inconsistent product cuts, and sub-optimal digital marketing. The proposed development priorities are quality control, improvements to operational record-keeping, and the gradual strengthening of marketing in line with the business’s capacity. Worker involvement was identified, but the number of workers, payment periods, and changes in income could not be ascertained. The findings are contextual and do not demonstrate an increase in community income or the effectiveness of the proposed strategies.
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