Strategi Pemasaran Stroberi di Agrowisata Hidden Strawberry Garden Desa Pancasari

Abstract

This research aims to investigate the marketing strategy for strawberry agricultural products in the Hidden Strawberry Garden Agrotourism, Pancasari Village, Buleleng Regency as well as the obstacles experienced in implementing the marketing strategy used. Pancasari Village is known as a tourist village that is rich in natural potential, including strawberry gardens which are one of the tourist destinations. The research method used is qualitative descriptive analysis with data collection methods in the form of direct observation at the location and interviews with the owner of Hidden Strawberry Garden. This research explores the implementation of the 4P marketing strategy (Product, Price, Place, and Promotion) implemented by Hidden Strawberry Garden. The research results show that Hidden Strawberry Garden has succeeded in increasing brand image awareness through direct promotion, social media and government involvement. However, obstacles such as tight market competition and strawberry harvest which depends on the season remain a concern in managing this agrotourism. It is hoped that the suggestions given to business owners regarding each obstacle they face will be able to provide solutions and improvements to production so that they can optimize marketing strategies.