PENGGALIAN POTENSI PEMASARAN PRODUK PERTANIAN BERBASIS KEARIFAN LOKAL KELOMPOK TANI HORTIKULTURA DI KOTA SERANG

Abstract

The purpose of this research is to identify and analyze the internal and external factors that affect the marketing potential of horticultural agricultural products and formulate marketing strategies for local wisdom-based horticultural agricultural products in Serang City. This research uses a qualitative method using a case study approach and descriptive data. The type of sampling from the non-probability sampling technique used is purposive sampling (on purpose). The results of the discussion of this research are internal factors (1) The existence of farmer participation in extension activities (2) The level of loyalty to fellow farmer groups (3) Stable production (4) Adequate marketing conditions (5) Less than optimal role of some farmer group administrators (6) Lack of government attention and supervision in optimizing alsintan equipment assistance for farmer groups. On external factors (1) Getting assistance from the government (2) Increased public awareness of healthy and organic food consumption (3) Support from local and provincial governments (4) Pest and disease attacks (5) Erratic weather (6) Market competition from outside the region (7) Difficulty in obtaining fertilizer.