Sambas, Muhamad (2024) ANALISIS STRATEGI PEMASARAN CABAI MERAH HIDROPONIK PADA UMKM GRAHA HIDROPONIK DI KOTA SERANG. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Graha Hidroponik is an agricultural business that operates in the field of hydroponic vegetables in Taktakan District, Serang City. Hydroponic vegetables are produced by One of Graha Hydroponics is Red Chili. Marketing of hydroponic Red Chili has quite big prospects, and Demand for these commodities is increasing, but currently Graha Hydroponics facing several internal and external problems in running its business. This research aims to analyze internal and external environmental factors at Graha Hydroponik marketing Hydroponic Red Chilies, formulating alternative marketing strategies for Graha Hydroponik hydroponic vegetables that are in accordance with internal and external marketing environmental conditions, and determining marketing priorities strategic priorities for hydroponic red chilies at Graha Hidroponik. The research methods used are the IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM Matrix. Based on the research results, the average score on the IFE matrix is 2,683, the EFE matrix is 2,650, and Graha Hydroponik is in cell V with hold and maintain categories. The analysis results show there are nine Alternative strategies that can be implemented by Graha Hydroponics based on the results obtained from the SWOT matrix analysis. The results of the QSPM analysis show that the main priority The strategy that will be implemented in marketing Graha Hydroponics is to expand the marketing network to the intended target with a Tas score of 7.163.

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