A Strategi Pemasaran Mangga Klonal 21 di Kabupaten Pasuruan

Abstract

The purpose of this study was to determine the right marketing communication strategy at the clonal 21 mango cultivation center. The data collection method used quantitative descriptive with the stages of observation, interviews and the use of SWOT questionnaires to clonal 21 mango farmers which was used to determine the right strategy in marketing clonal 21 mango based on internal and external factors. The sampling technique used was purposive sampling method which used non-random sampling with a population of 120 farmers who used a sample of 50 farmers because they were still members of one Gapoktan. The right strategy according to SWOT is to diversify products to increase revenue sales significantly. Diversification strategies that can be applied to marketing are developing processed products made from clonal 21 mangoes and using social media as a marketing medium to attract consumer buying interest while outside Pasuruan Regency. The QSPM matrix is ​​used to find out the alternative strategies to be used. The alternative strategy is conducting off season development to meet market demand and developing processed products by prioritizing the quality of human resources in the form of using technology to support the quality and quantity of clonal mangoes.