Strategi pengembangan usaha toko ikan hias oemah eyang di Kabupaten Banyumas, Jawa Tengah, Indonesia Business development strategy of ornamental fish store oemah eyang in Banyumas Regency, Central Java, Indonesia

Abstract

Ornamental fish farming is an important sector in Indonesian fisheries with high economic prospects. Banyumas Regency is a potential area for the development of ornamental fish businesses due to its supportive freshwater conditions and an active local market. One of the business actors that plays a role in this sector is the Oemah Eyang Shop which focuses on selling local and imported freshwater ornamental fish. However, middle-income business actors face various challenges, such as low public understanding of ornamental fish care, price instability, and the influence ofmacroeconomic factors that have an impact on consumer purchasing power and production costs. This study aims to formulate a business development strategy for Oemah Eyang ornamental fish shop through a SWOT analysis to enhance competitiveness and sustainability. The method used in this study is quantitative, with data collected using non-probability sampling. The data analysis used is a SWOT analysis. The results of the study yielded an IFAS value of 0.978 and an EFAS of 0.383, indicating that the strategy used is Strength Opportunities (SO). The SO strategy is to leverage strategic locations and fish variations to collaborate with cafes, agencies, and interior designers, and to optimize online sales of environmentally friendly products to expand the market.