PRODUCT DEVELOPMENT STRATEGY OF TERASI KAK DAH IN GAMPONG SIMPANG LHEE, KECAMATAN LANGSA BARAT KOTA LANGSA

Authors

  • Salsabila Universitas Malikussaleh
  • Adhiana Universitas Malikussaleh
  • Wahyu Isnanda Nasution Universitas Malikussaleh

DOI:

https://doi.org/10.29103/jma.v4i2.24358

Abstract

Terasi Kak Dah in Gampong Simpang Lhee, Langsa City, is a home industry that has been operating since 1998. Despite its longevity, the business still faces several challenges in developing its products, such as limited capital, lack of packaging innovation, and suboptimal promotion. This study aims to analyze suitable product development strategies for Terasi Udang Rebon Kak Dah. The method used is a qualitative approach with SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis, with data obtained through observation and interviews using questionnaires.The results indicate that the most relevant strategy is the SO (Strengths-Opportunities) strategy, namely by utilizing strengths such as unique taste, affordable prices, and raw material partnerships to seize opportunities like increased market demand and the development of digital promotion media.One recommended development strategy is product diversification into more practical forms, such as roasted terasi, terasi powder, and various other forms in order to reach a wider and more sustainable consumer base. 

Downloads

Published

2026-01-26

How to Cite

Salsabila, Adhiana, & Wahyu Isnanda Nasution. (2026). PRODUCT DEVELOPMENT STRATEGY OF TERASI KAK DAH IN GAMPONG SIMPANG LHEE, KECAMATAN LANGSA BARAT KOTA LANGSA. Jurnal Mahasiswa Agribisnis, 4(2), 249–257. https://doi.org/10.29103/jma.v4i2.24358

Issue

Vol. 4 No. 2 (2026): January

Section

Articles

License

Copyright (c) 2026 Salsabila, Adhiana, Wahyu Isnanda Nasution

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

(1) Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

(2) Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

(3) Authors should sign copyright transfer agreement when they have aproved the final proofs sent by JIMA prior the publication.

Most read articles by the same author(s)