Strategi Pemasaran Buah Jambu Biji di Kabupaten Ogan Komering Ulu Timur (Studi pada Petani Buah Jambu Biji di Kabupaten Ogan Komering Ulu Timur)

Abstract

This study aims to determine the Marketing Strategy of Crystal Guava in Ogan Komering Ulu Timur Regency. This research was conducted with a qualitative approach. Determination of respondents was carried out using (purposive sampling) as many as 12 farmers. Primary data obtained by observation, interviews, questionnaires, and documentation. Data were analyzed by (IFAS), (EFAS), SWOT Matrix (Strength, Weakness, Opportunities, and Threats). Based on the results of the SWOT Matrix analysis, the position of farming in the Organ Komering Ulu Timur Regency is in Quadrant I. So it can be identified that the Crystal Guava Marketing in the East Ogan Komering Ulu Regency will be appropriate if carrying out an aggressive strategy.