ANALISIS STRATEGI PEMASARAN PISANG (Musa Parasidiaca) DI DESA TEGALHARJO KECAMATAN GLENMORE KABUPATEN BANYUWANGI

Horticulture, as an important agricultural subsector after food, plays a crucial role in meeting human needs. Horticultural plants not only provide food, but are also an irreplaceable source of nutrition for society, containing carbohydrates, minerals, proteins and vitamins necessary for human health (Pitaloka, 2020). The uniqueness of this research lies in the object and location of the research, namely UD Raja Pisang in Tegalharjo Village, Glenmore District, Banyuwangi. By deepening research in this location, it is hoped that more effective and innovative marketing strategies can be found to expand market reach and increase the success of the banana business in this area. This research uses respondents with a total of 70 samples of consumers who buy bananas using the Qualitative Descriptive method. The data obtained was then analyzed using SWOT Analysis. The results of this research are that there are 4 variables that influence the decision to purchase bananas, namely product attention, price, place and promotion which influence the increase in banana sales by UD Raja Pisang. Analysis of internal and external factors is important to understand the UD Raja Pisang business in Tegalharjo Village, Glenmore District, Banyuwangi. In order to help design responsive marketing strategies, increase competitiveness. An effective marketing strategy for UD Raja Pisang must include adjustments to internal conditions, response to the external environment, appropriate market segmentation, product diversification, effective use of media and promotions, as well as continuous evaluation and adjustment. increase sales, and have resellers to reach wider consumers. This thesis can at least be used as material for evaluation and consideration in determining marketing strategies for bananas and other products from UD Raja Pisang.