Determining Optimal Distribution Strategy in UMKM Jadi Jaya Lehor Using Analytic Network Process Method

Stania Chlorita, Felicia Maria Silaban, Anis Rufaidah Annajdiah, Ambar Winarni, Muhammad Eka Purbaya

Abstract


Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in the Indonesian economy, particularly in the food sector. One of the main challenges faced by MSMEs is determining the appropriate distribution strategy in the face of resource limitations and market dynamics. This study aims to develop an evaluation framework for optimal distribution strategies for UMKM Jadi Jaya Lehor, a poultry farming business operating in Gandrungmangu, Cilacap. The Analytical Network Process (ANP) method is used to evaluate various distribution strategy alternatives, such as direct selling, reseller, and broker, based on interrelated multi-criteria, namely price, service quality, distribution capacity, delivery timeliness, and risk of loss. This research employs a descriptive quantitative approach with data collection techniques through interviews with the business owner and observations. The results of this study are expected to provide objective and practical solutions in determining the most efficient and sustainable distribution strategy, as well as serve as a reference for similar MSMEs to enhance competitiveness and operational effectiveness in the poultry sector.

Keywords


Keywords: MSMEs, distribution, ANP, multicriteria decisions

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References


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