STRATEGI BAURAN PEMASARAN PRODUK HASIL AGROFORESTRI PETANI KTH SATRIA MANDIRI CIANJUR, JAWA BARAT

Abstract

Social Forestry by KTH Satria Mandiri applies an agroforestry pattern, consisting of rasamala, puspa, and non-timber forest products such as coffee, sugar palm, avocado, and cardamom. Like most agroforestry farmers in Indonesia, agroforestry in KTH is not optimal, due to a lack of market access, expertise, and capital. To create good marketing, KTH needs a marketing strategy that can be implemented with the marketing mix concept. This research aims to identify the relationship of the marketing mix to the sales as well as formulate marketing strategies to improve marketing performance. The data was collected through a census of all farmers, using interview and observation. Research data analysis utilizes qualitative descriptive, and SWOT matrix for marketing strategy. The research results show the four marketing mixes applied in the sales process of agroforestry products by farmers at KTH Satria Mandiri. The type of product meets market demand; the selling price is reasonable; it's not necessary for special product distribution and promotion by each farmer. The marketing strategy recommended in the short term is the S-O strategy, and in the long term is the W-O strategy. Increasing production, competitive prices, effective promotions, and a wide marketing network, including the marketplace, can potentially increase product sales.