STRATEGI PEMASARAN ONLINE MELON DI GREEN HOUSE KIRANA KOTA MALANG

Melon, which was previously known as a fruit for consumption by the upper class, is now accessible to all, judging by the increasing demand for melons in the market, Kirana Gardens is interested in cultivating premium melons. The high price of melon requires the right strategy in marketing melons through digital marketing. The purpose of this study is to analyze internal and external factors, marketing strategies and priority strategies. The research was conducted at Kebun Kirana Malang from March to May 2022. The analytical tools used were SWOT (Strengths, Weaknesses, Opportunities, Threats) and QSPM (Quantitative Strategic Planning Matrix). The results of the analysis show that the highest strength is 0.46 premium melon prices, 0.22 weakness is that there is no price discount for consumers, 0.73 opportunities for the availability of various delivery services and 0.20 threats for melon consumers from various circles. These results place Kirana Gardens in quadrant I of the SWOT matrix. The priority of the strategy is to maintain the quality of the fruit to create customer satisfaction with a value of 7.68