Analisis Strategi Pemasaran Sayuran Hidroponik Pada Amanah Hidroponik Di Kecamatan Mustika Jaya Kota Bekasi

Legiriany, Adelia (2025) Analisis Strategi Pemasaran Sayuran Hidroponik Pada Amanah Hidroponik Di Kecamatan Mustika Jaya Kota Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

Amanah Hydroponic is a business engaged in agriculture, especially as a provider of fresh hydroponic vegetables in the city of Bekasi. This study aims to identify internal factors (strengths and weaknesses) and external factors (opportunities and threats) as well as formulate marketing strategy alternatives and marketing strategy priorities. The research method used in this research is a case study with a qualitative descriptive approach, the data analysis used is the analysis of the IFE and EFE matrix, IE matrix, SWOT matrix, and QSPM matrix. The results of the research based on the IFE matrix have the main strengths, namely quality vegetables, the main weaknesses are product packaging that is less attractive and informative and there is no permanent workforce with full working hours. Based on the EFE matrix, the main opportunity is the urban lifestyle, the main threat is unpredictable weather. Then the IE matrix shows that Amanah Hydroponics is in cell I, namely growing and building. Based on the QSPM analysis, the priority of the marketing strategy is to improve the softskill and hardskill members of farmer groups with training provided by the government and the community. Keywords: marketing strategy, hydroponic vegetables, IE, SWOT, QSPM

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