ANALISIS TINGKAT KEPUASAN KONSUMEN ANTARA DURIAN LOKAL DAN DURIAN IMPOR DI DESA MENDALANWANGI KECAMATAN WAGIR KABUPATEN MALANG

In recent years, the fruit market has shown a significant upward trend in the circulation of imported products, including durian. This situation has created direct competition between local and imported durians, both of which possess great potential in various aspects. A SWOT evaluation reveals that local and imported durians differ significantly in each aspect. The Strength (S) score of local durians is 2.44, while imported durians score 1.64. However, local durians also have a higher Weakness (W) score of 0.84, compared to 0.72 for imported durians. The Opportunity (O) score for local durians is 2.50, higher than the 1.93 scored by imported durians. Meanwhile, the Threat (T) score for local durians is slightly lower at 1.00, compared to 1.02 for imported durians. Consumer satisfaction is higher for local durians due to several advantages, including a more distinctive taste and aroma, affordable price, good quality, wider availability, and sufficient supply. On the other hand, imported durians, which target the upper-middle market segment, tend to generate lower consumer satisfaction because of their higher prices and limited availability—typically only found in supermarkets and premium fruit stores. Some effective marketing strategies include is product strategy, pricing strategy, place strategy), promotion strategy, branding strategy and packaging, collaboration and partnership