STRATEGI PEMASARAN AGROWISATA PETIK JERUK MANDIRI MILIK BAPAK SUWAJI DI DESA SELOREJO KECAMATAN DAU KABUPATEN MALANG

This study attempts to (1) Know the factors that become strengths, weaknesses, opportunities and threats to the marketing of citrus-picking agrotourism in Selorejo Village (2) Analyzing strategies that can be applied in the marketing of citrus picking agrotourism in Selorejo Village. The research was conducted in October 2019. The selection of research site purposive sampling is intentionally by taking place in Selorejo Village, Dau Sub District, Malang district in consideration that the village has a flagship product of Orange. Methods of collecting data through observation, questionnaire and documentation. The results showed that any factor that has become a strength in the development of citrus picking agrotourism in Selorejo Village includes well-presented services, good product quality, easy tourist road access, comfort of the place atmosphere and Easy tourist information access. Indicators that are factors of weakness include inadequate parking area, lack of equipment presented, the type of products presented, media information is not maximal, no product innovation yet. Indicators that are a factor of opportunity include increasing tourists who come, consumers from various circles, known tourist spots, interactions made by the population. The indicators of threats include the demand for less stable citrus, lack of government support, the absence of permanent consumers, the competition of tourism technology, the interest of consumers in citrus-picking agrotourism tourism, and the competitor's strategy Similar. As for the strategy that can be applied in citrus picking Selorejo that is offensive strategy, the company can expand its business with strategies that use internal power to utilize external opportunities