STRATEGI PENGEMBANGAN UMKM DALAM MENDUKUNG PARIWISATA BERKELANJUTAN DI DESA SEPUTIH, KABUPATEN JEMBER

Abstract

Seputih Village, located in Mayang District, Jember Regency, is an emerging sustainable tourism village that possesses natural and cultural tourism potential, supported by six leading MSMEs: teak wood crafts, rattan crafts, cassava chips production, coffee processing, tobacco packaging, and roasted peanut production. This study aims to identify the spatial distribution of these leading MSMEs and formulate development strategies to support sustainable tourism. The data analysis methods employed include spatial analysis using QGIS (Quantum Geographic Information System) to map the distribution of MSMEs. Furthermore, SWOT analysis (Strengths, Weaknesses, Opportunities, & Threats) was conducted to identify internal and external factors, followed by a QSPM (Quantitative Strategic Planning Matrix) analysis to objectively determine priority development strategies. The results indicate that the leading MSMEs in Seputih Village are concentrated in two hamlets: Pandean and Tetelan. Based on the SWOT and QSPM results, the selected development strategies include an S–O strategy comprising capacity building for production and digital promotion based on local potential, followed by a W–O strategy consisting of innovation training and product certification. Priority strategies are directed toward strengthening digital branding, enhancing product innovation, and fostering cross-sector partnerships to expand market access and establish a competitive creative economy ecosystem.