Identifikasi Faktor Internal Dan Eksternal Strategi Pemasaran Selada Hidroponik Di KeluraIdentifikasi Faktor Internal Dan Eksternal Strategi Pemasaran Selada Hidroponik Di Kelurahan Tondo Kecamatan Mantikulore Kota Palu (Studi Kasus UMKM Banua Hidro Farm)
Abstract
Banua Hidro Farm MSME is one of the agricultural enterprises engaged in the cultivation of hydroponic lettuce located in BTN Bumi Roviga, Tondo Village, Mantikulore District, Palu City. This study aims to analyze the marketing strategy of hydroponic lettuce by identifying internal and external factors using the SWOT approach. The method employed is descriptive quantitative, with data collected through observation, questionnaires, and interviews with five respondents consisting of the business owner, retailers, and consumers. The analysis was carried out using IFAS and EFAS matrices to formulate SO, WO, ST, and WT strategies. The results indicate that the main strengths lie in product quality, stock availability, market reach, and promotion through social media. Meanwhile, weaknesses include less attractive packaging, relatively high prices, and limited product variation. Major opportunities arise from the growing healthy lifestyle trend, technological developments, and high market demand. The main threats are business competition and dependence on imported raw materials. The proposed marketing strategies include optimizing social media use, improving packaging, and diversifying products to enhance competitiveness and improve the welfare of business actors.
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