Pengembangan Usaha Sayur Organik Kelompok Tani Citra Muda Di Semarang: Pendekatan TLBMC

Consumers are increasingly aware of and concerned with social and environmental issues when making purchasing decisions, such as how products are produced and the materials used in their manufacture. Consequently, businesses must adopt decisions that align with these values and contribute to sustainability. Achieving this requires appropriate business models and strategies to achieve targeted profits while creating a competitive advantage. This study aims to analyze the sustainable business model for organic vegetables implemented by the Citra Muda Farmer Group. The study used a case study approach of the Citra Muda Farmer Group, a producer of organic vegetables in Semarang Regency since 2010. Data were collected through in-depth interviews with key informants, including the group leader and four members representing seven divisions of farmer groups. The collected data were subsequently analyzed using the TLBMC framework. The results demonstrate that the Citra Muda Farmer Group has successfully implemented all three layers of the TLBMC framework which are economic, social and environmental dimensions. This indicates achievement is attributed to their focus not only on economic profitability but also on the social and environmental impacts of their business activities. Key factors driving the sustainability of the group's organic vegetable business include production processes, human resources, product value, stakeholder relationships, and media engagement. Strengthening the development strategies that can be implemented include optimising key resources (farmers, production inputs, and capital), utilising environmentally friendly technologies, maintaining good relationships with stakeholders, and maximising the use of social media platforms.