Strategies for Developing Community Entrepreneurship Through Palm Sugar Production in Tanjung Sanai Village, Padang Ulak Tanding Subdistrict, Rejang Lebong Regency

Abstract

This study analyzes a community entrepreneurship development strategy through palm sugar production in Tanjung Sanai Village, Padang Ulak Tanding District, Rejang Lebong Regency. The analysis focuses on the relationship among local assets, production processes, institutions, business management, value chains, marketing, product communication, and raw-material sustainability. A descriptive qualitative approach with a case-study orientation was employed. Data were obtained through production-process observation, semi-structured interviews with actors related to the palm sugar business, documentation, focus group discussions, and document review. Data were analyzed through thematic classification, asset and value-chain mapping, gap identification, and SWOT-TOWS synthesis. The findings indicate that the main strengths of the business are local palm resources, experience-based processing skills, family labor, and existing market relationships. Its main weaknesses concern quality consistency, cost recording, packaging and product identity, producer institutions, product diversification, and limited market access. Opportunities arise from value-added products, broader marketing channels, and digital communication, while threats relate to palm-tree regeneration, product competition, price changes, and dependence on particular marketing channels. The recommended strategy combines gradual quality standardization, stronger business management and producer institutions, local product identity, capacity-based diversification, wider marketing networks, digital communication, and sustainable raw-material management. The study confirms that palm sugar entrepreneurship should be developed as an integrated community business system from upstream to downstream rather than merely as an effort to increase production volume.