STRATEGI PENGEMBANGAN PASAR LELANG CABAI MERAH LAHAN PASIR DI KAWASAN PESISIR KECAMARAN PANJATAN, KABUPATEN KULON PROGO (STUDI KASUS PASAR LELANG GISIK PRANAJI)

Abstract

Abstract: This study aims to determine the condition of GisikPranaji auction market, to identify the internal and external factors that can affect the development of GisikPranaji auction market, to prepare alternative strategies that can be applied in the development of GisikPranaji auction market, and to determine the priority of strategies that can be applied in the development of GisikPranaji auction market. The basic research method used is descriptive. The location of this study is at Panjatan District, KulonProgo Regency. Data in use are primary data and secondary data. Data analysis used  SWOT and QSPM analysis.The results showed that the land of red chili marketing activities undertaken sand GisikPranaji Auction Market in District Panjatan, KulonProgo less than optimal. Internal factors which become the main force that is commitment farmers who sell to the auction market, the weakness main is warehouse less extensive, while external factors that become the main opportunities that is the belief of bidders to the auction market, and the main threat is the existence of middlemen or collectors and auction market other. Auction Markets beach Pranaji were in the cell V (keep and maintain) on a matrix IE.SWOT produce several alternative strategies, which can be applied of GisikPranaji Auction Market. QSP is priority strategies generated from this study are increasing the quality of service through the use of facilities and infrastructure in order to keep the loyalty of farmers and auction participants.