Electronic Theses and Dissertation

Keterbatasan lahan pertanian akibat alih fungsi menjadi kawasan permukiman dan industri mendorong masyarakat untuk mencari solusi pertanian alternatif, salah satunya adalah sistem hidroponik. ismulia farm merupakan salah satu pelaku usaha hidroponik di kabupaten aceh besar yang membudidayakan sayuran daun seperti bayam brazil dan daun mint. meskipun memiliki potensi dan peluang pasar yang besar seiring meningkatnya kesadaran masyarakat terhadap gaya hidup sehat, ismulia farm masih menghadapi berbagai kendala, terutama dalam aspek strategi pemasaran yang belum maksimal. penelitian ini bertujuan untuk menganalisis faktor internal (kekuatan dan kelemahan), faktor eksternal (peluang dan ancaman), serta merumuskan strategi pemasaran yang tepat berdasarkan analisis swot. penelitian dilaksanakan secara purposive pada bulan april 2025 di ismulia farm, dengan pendekatan deskriptif kualitatif dan kuantitatif. teknik pengumpulan data dilakukan melalui observasi, wawancara, kuesioner, dan dokumentasi. metode analisis yang digunakan adalah analisis swot dengan bantuan matriks ifas dan efas untuk mengidentifikasi dan memberikan bobot terhadap masing-masing faktor strategis, serta menentukan posisi usaha dalam matriks swot. hasil penelitian menunjukkan bahwa ismulia farm memiliki kekuatan seperti kualitas produk yang tinggi, daya tahan produk yang optimal, dan harga yang kompetitif. namun demikian, usaha ini masih memiliki kelemahan seperti keterbatasan promosi dan jaringan penjualan. di sisi eksternal, terdapat peluang seperti pasar digital yang berkembang dan meningkatnya kesadaran konsumen akan produk sehat, namun juga terdapat ancaman seperti persaingan harga dan perubahan kebijakan supermarket. berdasarkan hasil analisis ifas dan efas, ismulia farm berada pada kuadran i (strategi agresif), yang merekomendasikan strategi so (strength–opportunity) sebagai prioritas, yaitu mengoptimalkan kekuatan internal untuk memanfaatkan peluang eksternal secara maksimal. kata kunci: strategi pemasaran, hidroponik, sayuran, swot, ifas, efas, ismulia farm

The limitation of agricultural land due to its conversion into residential and industrial areas has encouraged communities to seek alternative farming solutions, one of which is the hydroponic system. Ismulia Farm is one of the hydroponic businesses in Aceh Besar Regency that cultivates leafy vegetables such as Brazilian spinach and mint leaves. Although it has great potential and market opportunities in line with the increasing public awareness of a healthy lifestyle, Ismulia Farm still faces various challenges, particularly in the aspect of marketing strategies that are not yet optimal. This research aims to analyze internal factors (strengths and weaknesses), external factors (opportunities and threats), and formulate appropriate marketing strategies based on SWOT analysis. The research was conducted purposively in April 2025 at Ismulia Farm, using both qualitative and quantitative descriptive approaches. Data were collected through observation, interviews, questionnaires, and documentation. The analytical method employed was SWOT analysis with the help of IFAS and EFAS matrices to identify and assign weights to each strategic factor, as well as to determine the business position in the SWOT matrix. The results showed that Ismulia Farm has strengths such as high product quality, optimal product durability, and competitive pricing. However, the business still has weaknesses, such as limited promotion and sales networks. On the external side, there are opportunities such as the growing digital market and increasing consumer awareness of healthy products, but also threats such as price competition and changes in supermarket policies. Based on the results of the IFAS and EFAS analyses, Ismulia Farm is positioned in Quadrant I (aggressive strategy), which recommends the SO (Strength–Opportunity) strategy as a priority, namely optimizing internal strengths to maximize external opportunities. Keywords: Marketing strategy, hydroponics, vegetables, SWOT, IFAS, EFAS, Ismulia Farm