STRATEGI PENGEMBANGAN UMKM KOPI JANGGUT DI KECAMATAN SANGIR KABUPATEN SOLOK SELATAN

This study analyzes the development strategy of the Kopi Janggut micro, small, and medium enterprise (MSME) in Sangir Subdistrict, Solok Selatan Regency, and identifies the internal and external factors influencing its development. Methods: A qualitative descriptive approach was used with five informants (the owner, two employees, two consumers). Data were collected through observation, semi-structured interviews, and documentation, then analyzed with SWOT analysis; credibility was strengthened through source, technique, and time triangulation. Results: Four strategies emerged: an SO strategy leveraging the enterprise's long reputation and consistent flavor to attract local coffee consumers; an ST strategy maintaining product quality to stay competitive; a WO strategy improving bookkeeping and employee skills through government training; and a WT strategy restructuring production schedules, strengthening financial management, and reactivating digital marketing. Owner competence and independent capital support development internally, while limited staff and unstructured bookkeeping constrain it; rising local demand and government assistance support it externally, while competition and weather-dependent production remain threats. Novelty: Rather than applying IFAS/EFAS scoring as in most prior SWOT studies of coffee MSMEs, this study offers a qualitative, resource-based reading of a century-old family coffee enterprise and shows that unused government production aid can itself become an internal weakness when supporting infrastructure, such as electricity capacity, is not addressed.