STRATEGI PEMASARAN SAYURAN ORGANIK PADA HIDROPONIK BOBO GREEN KOTA TARAKAN
MARKETING STRATEGY FOR ORGANIC VEGETABLES AT BOBO GREEN HYDROPONICS, TARAKAN CITY Abstract The increasing public demand for healthy and environmentally friendly vegetables presents a significant opportunity for entrepreneurs in the horticulture sector. Bobo Green is a micro, small, and medium enterprise (UMKM) engaged in the cultivation of organic vegetables using a hydroponic system in Tarakan City. However, the enterprise faces several marketing challenges, including low production capacity, limited promotional efforts, and competition from similar businesses. This study aims to analyze the marketing strategies employed by Bobo Green using the marketing mix (4Ps) framework: product, price, place (distribution), and promotion. A qualitative descriptive method was used, with data collected through interviews, observations, questionnaires, and documentation. Data credibility was ensured through triangulation of techniques, and the findings were presented in narrative form. The results show that Bobo Green produces various types of vegetables such as lettuce, pakcoy, Chinese mustard (sawi caisim), and water spinach (kangkung), characterized by high quality and pesticide-free attributes. Pricing is determined based on the desired profit margin while aligning with current market prices. Bobo Green operates in two business locations. Product distribution follows an intensive strategy, with sales conducted at multiple points including vegetable stores, partner resellers, and directly at the production site. Promotion is carried out through WhatsApp and word-of-mouth marketing, which has resulted in limited market reach. While the current marketing strategy is relatively effective, improvements are needed, particularly in promotional activities and production capacity. A more integrated and innovative marketing approach is expected to expand market reach and increase sales volume.