STRATEGI PEMASARAN BIBIT DURIAN KELOMPOK TANI MAJU MAKMUR KABUPATEN BANYUMAS

Abstract

Abstract : This study aims to determine the marketing conditions of durian seeds for the Maju Makmur farmer group, determine the condition of internal and external factors, formulate alternative strategies, and determine the appropriate priority strategies. The basic research method used is descriptive analytical method with location determined by purposive method. Key informants used in this study were selected purposively. The analytical methods used are IFE and EFE Matrix, Grand Strategy, SWOT and QSPM. The results showed that the main strength factor in marketing durian seeds for the Maju Makmur farmer group was providing consulting and planting services with a score of 2.065 and the main weakness factor was promotion using social media which was still limited with a score of 0.427. The main opportunity factor for marketing durian seeds for the Maju Makmur farmer group is a high level of consumer confidence with a score of 0.880 and the main threat factor is the decline in durian fruit production in the last harvest season with a score of 0.890. There are 4 alternative strategies generated from the SWOT matrix. The priority strategy for marketing durian seeds for the Maju Makmur farmer group is to maximize the use of marketing media (Google Business, Website, Youtube, E-Commerce) and create promotional banners at several points with a STAS value of 6.159.

Keywords : Marketing Strategy, Durian Seeds, SWOT, QSPM