STRATEGI PEMASARAN TANAMAN HIAS PADA UMKM BIBIT KEMARIN SORE DI DESA SUMBERGONDO KOTA BATU

Asnani Dopong, 201810210311194, Marketing Strategy of Ornamental Plants in UMKM Seeds Yesterday afternoon in Sumbergondo Village, Batu City. Department of Agribusiness, Faculty of Agriculture and Animal Husbandry. University of Muhammadiyah Malang. Under the guidance of Prof. Dr. Ir. Rahayu Relawati, M.M and Nur Ocvanny Amir, S.P., M.P.
This research aims to (1) Identify the strengths, weaknesses, opportunities and threats in UMKM Seedlings Yesterday Afternoon (2) Choose the right marketing strategy for the ornamental plant business in UMKM Seedlings Yesterday Afternoon. The sampling method in this study uses purposive sampling, the stage is to determine a sample of respondents by having the criteria needed by the researcher (Prasanti, 2018). The study highlights the demographic characteristics of respondents, especially their age which plays an important role in the entrepreneurial productivity of ornamental plants. Data collection was conducted through interviews with a total of 40 respondents, revealing that the majority of customers are between the ages of 31-40, mainly consisting of working individuals and housewives looking for leisure activities at home. In this study, the analysis used is the descriptive analysis method , SWOT analysis, EFAS and IFAS. The study also emphasizes the importance of a market position strategy that involves building consumer trust and competition. Additionally, it shows that utilizing social media for promotion can increase sales appeal and highlight the uniqueness of a product while maintaining competitive pricing. Overall, these findings provide insight into the factors influencing the success of UMKM in the ornamental plant sector and propose actionable strategies to improve market presence and consumer engagement.