DISTRIBUTION STRATEGY FOR CARICA FRUIT PRODUCTS TO INCREASE SALES VOLUME IN MSMES IN KEJAJAR DISTRICT, WONOSOBO REGENCY

This research examines distribution strategies to increase sales volume of Carica fruit products among Micro, Small and Medium Enterprises (MSMEs) in Kejajar District, Wonosobo Regency. Carica (Carica pubescens), a fruit that grows exclusively in the Dieng highlands, is processed into signature products of Wonosobo but faces distribution challenges. Using a qualitative approach with case study methodology, data was collected through interviews with 10 informants including MSME owners, government representatives, farmers, and consumers. The study employed SWOT analysis, Analytical Hierarchy Process (AHP), and Composite Performance Index (CPI) to analyze distribution strategies. Results indicate that the key to increasing sales volume is collaboration with experienced private sector partners who possess established distribution networks. The AHP analysis revealed three priority criteria: maintaining farmer partnerships (priority factor 0.370), improving company resources (0.353), and government support (0.277). The main alternative strategies include improving production facilities and infrastructure (priority factor 0.305), intensifying Carica cultivation, expanding sales networks, and completing food safety certifications. The research identifies both direct distribution channels (farmer to processor to consumer) and indirect channels (involving collectors and distributors), each with distinct advantages and disadvantages. This study contributes to distribution management literature by providing an integrated framework for MSMEs operating with endemic agricultural products in rural areas, emphasizing the importance of strategic partnerships throughout the supply chain.