Business Suitability Analysis and Development Strategy Paddy Rice Fields in Bantul Regency, Yogyakarta Special Region Province

The limitations of agriculture and aquaculture areas impact the reduction of food availability and farmers' welfare. To fulfill rice and fish consumption demand can be approached through paddy rice field development. This research aims to analyze the financial suitability of both internal and external factors and arrange the strategy for developing paddy rice fields in Bantul Regency. The data collection method was from the interview and direct observation. The development strategy arrangement is based on the SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis and QSPM (Quantitative Strategic Planning Matrix). The paddy rice fields business's resulting net present value is IDR 362.694.656,  R/C Ratio= 2.02, and payback period = 5,33 months, which shows the paddy rice fields are worthy and more prospective than a conventional system. The prior internal factors on the paddy rice fields are more profitable; most workers are sharecroppers and require higher capital than the traditional system. The external factors include the stability of the sales price and product market, incentive mentoring from the instructor, the infrastructure assistance policy of paddy rice fields, and the strategic location. The development strategy is strengthening the farmer's behavior from conventional planting rice to paddy rice fields system, increasing the farmer motivation, repairing fence design to minimize pest attack, utilizing mediator as a negotiate media from sharecropper to rice fields owner, developing the paddy rice fields area as ecotourism, and establishing cooperation both with region financial institution and Marine and Fisheries Business Capital Management Institute (LPMUKP) for extensive capital