Abstract:
Tapin is one of the regencies in South Kalimantan Province, which has a comparative advantage over cayenne
pepper. The commodity in question is cayenne pepper with the uniqueness of a very high level of spiciness
compared to other varieties of cayenne pepper in Indonesia. To realize an increase in the economy of the
community and the Tapin Regency area, a comprehensive business development strategy is needed for this
commodity. The purpose of the study of the Hiyung Cayenne Pepper Commodity Development Strategy in Tapin
Regency, in general, is to produce a comprehensive concept of the cayenne pepper commodity business
development strategy that will have a positive impact on improving the community's economy and the
development of rural areas in Tapin Regency. The results showed that the development strategy of cayenne
pepper commodity was directed at development priority areas, namely Candi Laras Utara, Candi Laras Selatan,
and Tapin Tengah by implementing SO2 integrated partnership program model, SO3 branding strategy, and
adding product variants in the form of derivative products and WO1 strategy promotion through social media.
