Marketing Strategy of Banana Chips Products at ARIA MSMEs in the Era of Agribusiness Digitalization in Mariat District, Sorong Regency, Southwest Papua

Fitri  Pardede; Geraldi  William Waemese; Kristia  Lenggo Bumbungan

doi:10.98765/apjbet.v5i06.316

Fitri Pardede Nani Bili Nusantara University, Sorong, Papua Barat Daya
Geraldi William Waemese Nani Bili Nusantara University, Sorong, Papua Barat
Kristia Lenggo Bumbungan Nani Bili Nusantara University, Sorong, Papua Barat Daya

DOI: https://doi.org/10.98765/apjbet.v5i06.316

Keywords: Marketing Strategy, Banana Chips, Digitalization of Agribusiness

Abstract

Bananas are a perishable fruit, which has led to the development of processed bananas. The development of small and medium enterprises (SMEs) impacts the local economy, and this needs to be investigated substantially. This study aims to analyze the marketing strategy of banana chip products at the UMKM Aria in the era of agribusiness digitalization in Mariat District, Sorong Regency, Southwest Papua. The basic method used in this study is descriptive analysis. Sampling was carried out using simple random sampling. The marketing strategy for the banana chip agroindustry was determined using a SWOT analysis. The results show that the strengths and opportunities strategy implemented by the UMKM Aria focuses on leveraging internal potential to address existing market opportunities. The availability of readily available raw materials is utilized to maintain production continuity to meet stable market demand. Products are offered at affordable prices and with distinctive flavors to attract consumer interest. In addition, attractive packaging design and a well-known brand are maximized to strengthen the product's image. The UMKM also utilizes various modern payment methods such as transfers and QRIS to facilitate transactions and expand its marketing network and collaboration with various retail stores.

Keywords: Marketing Strategy; Banana Chips; Digitalization of Agribusiness.