MARKETING STRATEGY ANALYSIS OF HYDROPONIC VEGETABLES OF KEBUN SEHATI

Abstract

E-commerce has now also penetrated agricultural products, including hydroponic vegetables. This study aims to determine the marketing mix strategy of hydroponic vegetables at Kebun Sehati that uses e-commerce in its marketing. Kebun Sehati as a newcomer in hydroponic vegetable e-commerce in Yogyakarta of course has strengths and, weaknesses, and has opportunities and threats in running its business. The marketing mix which includes the product, price, place, and promotion is an important factor in this business. This research is descriptive. Respondents in this study consisted of the management of Kebun Sehati who was taken by the census method, and the determination of the consumer sample was carried out by the accidental sampling method. The total number of samples in the study was 85 respondents. The analytical method to determine the strategy of developing a hydroponic vegetable marketing mix in Kebun Sehati uses SWOT analysis. From the results of this study, it can be concluded that the right strategy for the development of hydroponic vegetable marketing at Kebun Sejati is an aggressive strategy which includes: (1) Increasing product variety and freshness, as well as providing guarantees by utilizing community assistance to expand the market; (2) Setting prices that are affordable and following quality to expand the market; (3) Using applications in the play store to serve consumers who are information technology literate; (4) Conduct promotions with complete attributes on various social media to increase consumer awareness of healthy food ingredients.   Keywords: E-commerce, hydroponic vegetables, marketing mix, SWOT analysis