This study aims to determine the profile of the wage market, internal and external factors, alternative strategies, and strategic priorities that can be applied in business development for cayenne pepper traders in the Wage Market, Purwokerto Wetan, East Purwokerto District, Banyumas Regency. The method used in this research is descriptive with survey techniques and data analysis used is SWOT analysis (IFE Matrix EFE Matrix, SWOT Matrix, and QSPM Matrix)
The results of the research are known for the profile of the wage market which includes several things including the history of the establishment of the Purwokerto Wage Market, Wage Market Employees, physical data on buildings, and overall data on traders. run from generation to generation, while for the most important weakness is that business actors only master the technical sales of cayenne pepper, and the level of education of traders is still low. As for external factors in which there are opportunities and threats, the most important thing is the community's need to meet daily needs, and the location of the market which is in the middle of the city, and in the threat section is the cayenne pepper trading business from other regions/markets in the region. Banyumas and the level of understanding of cayenne pepper packaging is more in-depth.
The resulting alternative strategies include strategies to take advantage of market opportunities to maintain the supply of cayenne pepper and improve services to consumers, strategies to utilize existing human resources to optimize technology systems, strategies to master market opportunities, strategies to access financial institutions and organizations that can be trusted. to increase capital, strategies to supervise the activities of cayenne pepper traders, strategies to utilize technology as information and marketing media, strategies to improve managerial systems in the sales process, strategies to optimize the role of government by conducting special training through authorized officers.
The priority strategy that can be applied in an effort to develop the business of cayenne pepper traders in Wage Market Purwokerto Wetan, East Purwokerto District, Banyumas Regency is to master market opportunities and access financial institutions and organizations that can be trusted to increase capital.