| Summary: | Milk is the result of the livestock subsector which has great potential to be developed in Indonesia. Development of dairy agribusiness is expected to be able to meet domestic milk consumption needs. The purpose of this study is to determine strategies that can be used as an effort to improve the quality of fresh milk, especially production managed by cooperatives. The location of the study was in Galur Murni Dairy Farmer Cooperative (KPGM) which is located in Jember Regency, East Java Province. This research was quantitative descriptive research. The research design deployed was case study to study intensively or deeply from the research target group. The analytical method used consisted of SWOT analysis, which was used to determine alternative strategies of the quality of diary milk production at Galur Murni Cattle Breeder Cooperative. Based on the results of the SWOT analysis, it is known that the alternative strategy that gets the highest weight is Strength Opportunity (SO) of 7.6. The strategies referred to in SO include quality control, increasing the number of experts (recruitment of experts), conducting counselling, and optimizing forage land as forage feed supplies.
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