Analysis of Hydroponic Vegetable Product Marketing Strategy Using the ANP (Analytic Network Process) Method (Case Study: Nuri Horti Hidro Kendari Enterprise)

Abstrak

This study aims to analyze the marketing strategy for hydroponic vegetable products at Nuri Horti Hidro Kendari using the Analytic Network Process (ANP) method. The research location was selected purposively, and data were collected through interviews and documentation. Data analysis was carried out using the ANP method to determine the priority of marketing strategies. The findings identified five main criteria in formulating the strategy: (1) marketing area, to determine priority target regions; (2) price, highlighting the need for competitive pricing; (3) distribution channel, focusing on optimal product distribution; (4) promotion, emphasizing the implementation of effective promotional strategies; and (5) product, prioritizing quality improvement. Based on the priority analysis, enhancing product quality emerged as the primary strategy, followed by strengthening promotional activities, as well as managing distribution and pricing effectively to increase the competitiveness of hydroponic vegetable products.