The UMKM which is the target of this research is the UMKM which is engaged in processing fish caught in Pasuruan Regency. There are several superior products of processed fish caught in Pasuruan Regency which are managed by UMKM so far so many and can be one alternative to improve the welfare of MSME entrepreneurs. However, from the processed fishery products to become a valuable product, a good management is needed so that the supply or availability of catched fish is sufficient in order to equalize and fulfill the desired demand. In supporting this inventory control activity, a management concept is needed that can regulate the flow of goods and information that is precise and accurate from the supply chain, namely the concept of Supply Chain Management (SCM). The focus of the research is on how to manage the supply chain of fish raw materials from captured products through research methods using Supply chain Management (SCM) with the Fuzzy Analytical Hierarchy Process (AHP) method, to then proceed with the implementation of a sales development strategy for MSME Coastal Superior Products. From the results of the analysis and discussion obtained in the determination of supplier selection criteria, a pairwise comparison between criteria, sub-criteria and alternatives using the Fuzzy AHP method to produce weights. Based on the criteria and sub-criteria in supplier selection, overall supplier A (UMKM in the Lekok District Region) was rated as the best supplier weighing 1,699, the second priority was supplier B (UMKM in the Nguling District Region) with a weight of 1,345, while supplier C (UMKM in the Region Kraton District) is the last priority with a weight of 1,098 ABSTRAK: UMKM yang menjadi target penelitian ini adalah UMKM yang bergerak di bidang pengolahan ikan hasil tangkap di Kabupaten Pasuruan. Ada beberapa produk Unggulan hasil olahan ikan Tangkap di Kabupaten Pasuruan yang dikelola UMKM selama ini sangat banyak dan bisa menjadi salah satu alternatif untuk meningkatkan kesejahteraan pelaku UMKM. Namun dari hasil olahan hasil ikan tangkap menjadi sebuah produk yang bernilai, dibutuhkan suatu menajemen atau pengelolaan yang baik agar pasokan atau ketersediaan Ikan hasil tangkap tercukupi dalam rangka pemerataan dan pemenuhan permintaan yang diinginkan. Dalam mendukung kegiatan pengendalian persediaan ini, dibutuhkan suatu konsep manajemen yang dapat mengatur aliran barang dan informasi yang tepat dan akurat dari rantai suplai yaitu konsep Supply Chain Management (SCM). Fokus penelitian pada bagaimana pengelolaan rantai pasok bahan baku Ikan dari hasil tangkap melalui metode penelitian menggunakan Supply chain Managemen (SCM) dengan metode Fuzzy Analitycal Hierarchy Process (AHP), untuk kemudian dilanjutkan pada implementasi strategi pengembangan penjualan Produk Unggulan UMKM Kawasan Pesisir Pantai. Dari hasil analisis dan pembahasan diperoleh dalam penentuan kriteria pemilihan supplier, dilakukan perbandingan berpasangan antar kriteria, subkriteria dan alternatif dengan menggunakan metode Fuzzy AHP untuk me...
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