부산대학교 도서관

Hydroponics is the term used for a soilless cultivation technology. Strategy is an important factor for the sustainability of a company in achieving effective and efficient goals or objectives. The objective of this research is to explain and analyze the internal and external factors that constitute the strengths, weaknesses, opportunities, and threats faced in the marketing of Hydroponic Vegetables at the Hydroponic Garden in Banjarbaru. Additionally, it aims to analyze marketing strategies and formulate alternative strategies in the marketing of Hydroponic Vegetables at the Hydroponic Garden in Banjarbaru. This research is a combination of qualitative and quantitative approaches with hydroponic vegetables as the research object. Sampling is conducted using nonprobability sampling, also known as saturation sampling. Data collection techniques include observation, interviews, and documentary studies. Then, an analysis of internal and external factors was conducted using the SWOT method. The research findings revealed the Internal Factors (strengths and weaknesses) as follows: (1) Strengths consist of maintaining quantity and quality and providing excellent customer service. (2) Weaknesses consist of limited land area and uncertain production quantities. The External Factors (opportunities and threats) are as follows: Opportunities consist of high vegetable demand, while Threats consist of price competition from competitors, pests, and diseases. An alternative strategy that can be used to enhance marketing is to collaborate with potential hydroponic farmers who produce high-quality vegetables to meet the vegetable supply, considering the limited product variations and land constraints due to consistently high vegetable demand. Additionally, this strategy aims to build consumer trust by ensuring the availability of specific vegetable types in the market (O2, O3, W5, W2).