Upaya Pengembangan Usaha Penyedia Input Pertanian (Studi Kasus pada UD Mitra Kassi Tani di Kecamatan Manggala, Kota Makassar, Provinsi Sulawesi Selatan). = Business Development Efforts of Agricultural Input Supply Enterprise (A Case Study at UD Mitra Kassi Tani in Manggala District, Makassar City, South Sulawesi Province).

NURAINUN SHALAWATIH LESTARI SYAM, Business Development Efforts of Agricultural Input Supply Enterprise (A Case Study at UD Mitra Kassi Tani in Manggala District, Makassar City, South Sulawesi Province). Advisor: Dr. Ir. Rusli M. Rukka, S.P., M.Si. This study aims to formulate strategic actions for developing an agricultural input supply business at UD Mitra Kassi Tani, located in Manggala District, Makassar City, South Sulawesi Province. The research employs the Agrosystem Planning and Development Analysis (APPAS) method using a case study approach that combines qualitative and quantitative analyses. Primary data were collected through interviews, observations, and documentation, while secondary data were obtained from relevant literature and supporting sources. The analysis includes describing resource positions, business performance, as well as identifying problems and development goals. The results show that UD Mitra Kassi Tani has strong potential for development due to its strategic location, adequate human resources, and increasing demand for agricultural production inputs in urban areas. However, several key challenges were identified, including limited promotional activities, insufficient product diversification, and a lack of digitalized financial management. Based on the APPAS analysis, the recommended strategies include enhancing digital promotion through social media and online marketplaces, diversifying agricultural input products, providing financial management training, and strengthening cooperation with distributors and local farmers. By implementing these strategies, UD Mitra Kassi Tani is expected to improve its competitiveness, expand its market share, and contribute more significantly to the development of urban agriculture in Makassar City.