MARKETING STRATEGY OF ORANGE SEEDLINGS (Case Study, In Karangandong Village, Driyorejo District, Gresik Regency)

Abstract

This study aims to know. weaknesses, strengths, opportunities and threats that affect the marketing of orange seeds in Karangadong Village, Driyorejo District, Gresik Regency, by knowing the appropriate marketing strategies to be applied to orange seedlings in Karangadong Village, Driyorejo District, Gresik Regency. This study used qualitative methods where data were obtained by observation, questionnaires and documentation. The results showed that the marketing strategy applied by orange seeds in Karangandong Village, Driyorejo District, Gresik Regency in the form of a marketing mix (product, price, place, promotion), had an impact on increasing the marketing of orange seeds. The results also showed that there is a strong relationship between the elements of the marketing mix (price, product, place and promotion) with the marketing strategy of orange seeds. This study uses SWOT analysis to take advantage of opportunities with a score of 0.40 and maximize strength with a score of 0.55, reduce weaknesses with a score of 1.45 and avoid threats with a score of 0.01.