Development Strategy of Pondoh Snake-fruit Processed Products in Yogyakarta, Indonesia

¹ Department of Agribusiness, Faculty of Agriculture, Universitas Muhammadiyah Yogyakarta, Indonesia
² Department of Nursing Science, Faculty of Health Science, Universitas Aisyiyah Yogyakarta, Indonesia
³ Faculty of Technology Management and Technopreneurship, Universiti Teknikal Malaysia, Melaka, Malaysia

^* Corresponding author: triyono@umy.ac.id

Abstract

Snake fruit is a tropical fruit native to Indonesia and considered a leading non-seasonal commodity suitable for continuous development. This study aims to formulate strategies for developing processed pondoh snake fruit products in the main production center of Yogyakarta. The research was conducted in Turi District, Sleman Regency, with samples consisting of home-based snake fruit processing industries, their owners, workers, and pondoh snake fruit farmer groups. Data was analyzed using SWOT analysis to assess internal and external factors influencing the processing business. Internal factors indicate that abundant raw materials, product innovation, and strategic location in tourist areas support business development, although limited promotion constrains market expansion. External factors reveal opportunities to utilize social media for marketing and benefit from government support to strengthen the local economy. The analysis results show that strengths outweigh weaknesses, while opportunities exceed threats, positioning the business strategy in quadrant I. Therefore, the recommended strategy involves collaboration with Baznas Sleman and Jogja Mark, enhancing marketing both offline and online, and promoting pondoh snake fruit MSMEs to support sustainable regional economic development.