DEVELOPMENT STRATEGIES FOR TOGA-BASED HERBAL BUSINESSES AT BUMDES TANJUNG ASRI
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2026-09-26Downloads
Abstract
The development of herbal businesses based on Family Medicinal Plants (TOGA) represents a strategic approach to strengthening village economies through local potential. BUMDes Tanjung Asri in Tanjungan Village, Mojokerto Regency, has developed various TOGA-based herbal products integrated with village educational tourism activities. However, this business development still faces constraints related to production capacity, business governance, and marketing strategies. This study aims to formulate development strategies for TOGA-based herbal businesses at BUMDes Tanjung Asri by analyzing internal and external business conditions. This research employs a qualitative approach with a community-based research orientation, using in-depth interviews, participatory observation, and documentation studies. Data were analyzed thematically using SWOT analysis. The findings indicate that TOGA-based herbal businesses have strong potential stemming from local resource availability and active community participation, but are not yet supported by adequate managerial readiness and production standardization. Based on the SWOT analysis, development strategies emphasize strengthening internal capacity, differentiating the business by integrating TOGA educational tourism, and enhancing branding and digital marketing. The novelty of this study lies in proposing a community-based TOGA herbal business development strategy integrated with village educational tourism as a sustainable model for village-based herbal enterprises.
Keywords:
Village Herbal Business TOGA BUMDes Development Strategy SWOT AnalysisReferences
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