STRATEGI PEMASARAN BUAH MELON DEVINA (Studi Kasus: CV.Puspa Agraria Kecamatan Lawang Kabupaten Malang)

Abstract

This research aims to 1) explain marketing strategies 2) identify internal and external factors at CV.Puspa Agraria. The method used to determine the research location is the purposive method. The research location is CV. Puspa Agraria, Bedali Village, Lawang District, Malang Regency. This research uses descriptive qualitative methods with case study techniques. Data was obtained through observation, in-depth interviews and documentation. The research results show that 1) CV.Puspa Agraria cultivates the Devina, Honey Globe, Golden Aroma melon varieties) the 7p marketing mix applied is price, promotion, place, process, product, human resources, physical evidence 3) based on IFAS EFAS matrix analysis and SWAOT is obtained from internal factors (strengths and weaknesses) and external factors (opportunities and threats). First, the advantage of CV.puspa Agraria is having quality melon products. Second, the weakness is the lack of maximum product promotion on social media. Then there are opportunities such as stabilizing online and offline promotions and maximizing management and services so that they are stable. Providing innovation, improving quality, providing good service.

Keyword: Marketing Strategy for Devina's Melon Farming Business (Case Study at CV. Puspa Agraria, Malang District, Malang Regency)