STRATEGI PEMASARAN AGROWISATA JAMBU BIJI MERAH (Psidium guajava) PUJA DI KABUPATEN KARANGANYAR

Abstract

Abstract: This study aims to identify internal and external factors in the marketing of red guava in Puja Agro Tourism and determine the priority strategies that can be applied by Puja Agrotourism in its marketing. The basic method in this study uses descriptive methods. The method of determining the location of the study was choose intentionally (purposive). The method of determining the sample using key informants. Data analize method uses IFE, EFE, SWOT Analysis and QSP Matrix. The results of data analysis show that the internal environmental factors that are the main strength are the quality products. Internal environmental factors which are the main weaknesses are the lack of promotion. External environmental factors that are the main strength are visitors' interest in agrotourism. External environmental factors which are the main weaknesses are unpredictable climate conditions. The alternative strategies formulated are (1) attracting consumer interest by improving agro-tourism services and facilities, (2) maintaining and increasing product quantity and quality to maintain customer satisfaction, attractive new customers and open opportunities for cooperation with the red guava processing industry, (3) utilizing exhibitions or similar events to expand marketing reach. The strategic priority that can be done by Agrowisata Puja is to maintain and increase the quantity and quality of products to maintain customer satisfaction, attract new customers and open opportunities for cooperation with the red guava processing industry.