Alamsyah, Marwah (2026) Strategi Pemasaran Sayuran Hidroponik Pada Usaha Kandis Green Farm Di Kecamatan Bukit Raya Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The business opportunity of hydroponic vegetable business is very promising, especially for fulfilling the food and nutrition needs of the community. This study aims to analyze 1) Characteristics of business actors and business profiles 2) Production costs, production, income and business efficiency 3) Internal and external factors that influence the marketing of hydroponic vegetables 4) Marketing strategies for hydroponic vegetable businesses. The method used in this study is a survey starting from April - September 2025. Using internal SAP analysis, external ETOP, and SWOT. Respondents numbered 5 people (Owners and Workers). Data collected consisted of primary data and secondary data. The results of the study show: 1) Characteristics of the age of business actors 32 years, the average age of the workforce is 25 years, the average length of education is 12-16 years, the average business experience is 0-15 years, and the average family dependents are 1-6 people. The business profile of Kandis Green Farm was established in 2022 with a small business scale on a land area of 20 x 30 m2, the source of capital comes from a third party investment, the workforce is 4 people. Planting media and other production facilities. The capital source used comes from third party investment and marketing of hydroponic vegetables, 2) Production costs incurred amounted to Rp 38,174,427/PP consisting of variable costs of Rp 36,778,212/PP and fixed costs of Rp 1,396,215/PP, The resulting production consists of pakcoy, lettuce, caisim and kailan totaling 6,286 packs/PP, gross income obtained Rp 45,945,000/PP and net income Rp 7,770,573/PP, and business efficiency (RCR) obtained 1.20 (> 1), which means it is efficient and feasible to be run. 3) Internal factors SAP in a superior competitive position (dominant) and external factors ETOP in an ideal business position and mature business, with a relatively low level of threat so that the very critical level tends to be small. 4) The results of the SWOT analysis are located in quadrant I, namely the SO strategy, and the strategy formulation is in the invest position (I), namely using the strengths to take advantage of business opportunities. Based on SAP, ETOP and SWOT analysis of Kandis Green Farm business, a business strategy was obtained that has one goal and is mutually beneficial.

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