Main Article Content
Abstract
Marketing strategy is needed in developing original products. Sumbawa forest honey is an original product from West Nusa Tenggara, Indonesia. The problems marketing are fluctuating price and the availability of other honey product as competitors. The purpose of this research was to identify the top priorities strategy marketing of this honey. The data analysis using A’WOT. It’s combination of SWOT and AHP analysis. SWOT analysis was employed to identify strengths, weaknesses, opportunities, and threats in marketing of Sumbawa forest honey. AHP (Analitycal Hierarchy Process) analysis was performed to determine priority on alternative of marketing strategy of Sumbawa forest honey. The finding of this research showed that SO strategy was the top priority strategies in marketing of Sumbawa forest honey with value 0.580. The top three priorities on alternative of strategies are packaging the Sumbawa forest honey hygienically and attractively (0.343), maintains the quality and purity of Sumbawa forest honey (0.275), and partnering with financial institutions (0,125).
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Copyright (c) 2023 Nila Wijayanti, Syahdi Mastar, Siti Nurwahidah

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References
Arminsyurita, A. (2018). Analisis Strategi Pemasaran Jamur Rimba Jaya Mushroom. Jurnal Ilmiah Ilmu Administrasi, 6(2), 156–168. doi: 10.31334/trans.v6i2.39
Amalia, D. N, & Ningsih, R. (2021). The Development Strategy Of Marketing Mix With SWOT Analysis In The Liberika Coffee’s Outlets In West Tanjung Jabung Regency. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 20(2), 421–441. doi: 10.31186/jagrisep.20.2.421
Asir, M., & Asir, A. I. (2023). Cost Benefit Analysis of Key Actors in The Cocoa Beans Marketing. Jurnal Manajemen Dan Agribisnis. doi: 10.17358/jma.20.1.102
Budasih, N. L., Ambarawati, I., & Astiti, N. S. (2014). Strategi Pemasaran Produk Olahan Jamur Tiram pada Kelompok Wanita Tani (KWT) Spora Bali. Jurnal Manajemen Agribisnis, 2(2), 114-130. Retrieved from https://ojs.unud.ac.id/index.php/agribisnis/article/view/10195
Dinata, K., et al. (2021). Strategi Peningkatan Indeks Pertanaman Padi Sawah di Kabupaten Lebong. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 20(2), 305–320. doi: 10.31186/jagrisep.20.2.305-320
Görener, A., Toker, K., & Uluçay, K. (2012). Application Of Combined SWOT And AHP: A Case Study For A Manufacturing Firm. Procedia - Social and Behavioral Sciences, 58(12), 1525–1534. doi: 10.1016/j.sbspro.2012.09.1139
Hutagalung, C. N., Nusril, N., & Adiprasetyo, T. (2012). Strategi Pengembangan Pemasaran Makanan Khas Bengkulupada Sentra Oleh-Oleh Anggut Kota Bengkulu:Aplikasi AHP dan SWOT. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 11(2), 204–219. doi: 10.31186/jagrisep.11.2.204-219
Julmansyah. (2014). Agroforestry Berbasis Sumber Pakan Dan Tanaman Rumah Lebah Hutan: Penjaga Daerah Aliran Sungai Sumbawa. Kiprah Agroforestry. Retrieved from https://blog.kiprahagroforestri.id/2014/04/agroforestry-berbasis-sumber-pakan-dan-tanaman-rumah-lebah-hutan-penjaga-daerah-aliran-sungai-sumbawa/
Khairani, L., Rahayu Waluyati, L., Suryantini, A., & Sawadogo, D. (2023). The Development Strategy Of Sugar Cane Manufacture, PT Madubaru Yogyakarta. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 22(1), 109–128. doi: 10.31186/jagrisep.22.1.109-128
Kobylanski, A., & Szulc, R. (2011). Development of Marketing Orientation in Small And Medium-Sized Enterprises Evidence From Eastern Europe. International Journal Of Management And Marketing Research, 4(1), 49–59. Retrieved from https://www.researchgate.net/publication/228314466_Development_of_Marketing_Orientation_in_Small_and_Medium-Sized_Enterprises_Evidence_from_Eastern_Europe
Lisma, Y., Baga, L. M., & Burhanuddin, B. (2018). Strategi Internal Dan Eksternal Dalam Mengembangkan Agro Industri Nilam. Jurnal AGRISEP : Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 17(2), 163–174. doi: 10.31186/jagrisep.17.2.163-174
Maisari, A. V., Nizar, R., & Yasid, H. (2022). Determining The Priority Of The Marketing Mix Of The Kuantan-Ii Fried Banana Agroindustry Business In The Sub-District Of Lima Puluh Kota Pekanbaru Using AHP Method. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 21(1), 69–84. doi: 10.31186/jagrisep.21.1.69-84
Manalu, J. P., Sukmawati, A., & Cahyadi, E. R. (2023). Strategy To Increase Participation Of Palm Oil Enterprises In Registering Casual Laborers To Labor Social Security Program. Jurnal Manajemen dan Agribisnis, 20(1), 33-43. doi: 10.17358/jma.20.1.33
Maryani, R., Alviya, I., Budiarifanti, V., & Salmiah, M. (2013). Melestarikan Lanskap Hutan Sumbawa melalui Penguatan Kelompok Tani Madu Hutan. Policy Brief, 7(13), 1–4. Retrieved from chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/http://simlit.puspijak.org/files/other/Lanskap_hutan_sumbawa.pdf
Mensah, S., Veldtman, R., & Seifert, T. (2017). Potential Supply Of Floral Resources To Managed Honey Bees In Natural Mistbelt Forests. Journal of Environmental Management, 189, 160–167. doi: 10.1016/j.jenvman.2016.12.033
Nugroho, A., Surachman, S., & Rofiq, A. (2017). Supply Chain Management Analysis Using SEM Method In Keripik Tempe Industry. Jurnal Teknologi Pertanian, 18(3), 153–162. doi: 10.21776/ub.jtp.2017.018.03.15
Prayitno, R. (2015). Strategi Pengembangan Usaha Pada Perusahaan Kecap Cap Tawon Madu Di Bojonegoro (Studi Kasus Pada Aspek Pemasaran). AGORA, 3(2),121–127. Retrieved from https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/3595
Rahayu, D., Jamhari, J., & Waluyati, L. R. (2023). Decision Making Of Oil Palm Farmers In Choosing Rejuvenation Partners In Siak District. Jurnal Manajemen Dan Agribisnis, 20(1), 142-153. doi: 10.17358/jma.20.1.142
Rangkuti, F. (2016), Teknik Membedah Kasus Bisnis Analisis SWOT, Edisi Duapuluh. Jakarta: Gramedia Pustaka Utama
Setiawan, A., Sulaeman, R., & Arlita, T. (2016). Strategi Pengembangan Usaha Lebah Madu Kelompok Tani Setia Jaya Di Desa Rambah Jaya Kecamatan Bangun Purba Kabupaten Rokan Hulu. Jom Faperta, 3(1). 183-190. Retrieved from https://media.neliti.com/media/publications/203135-strategi-pengembangan-usaha-lebah-madu-k.pdf
Shandy, I. A. (2020). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Konsumen Pada Minimarket Lulumart Di Kota Samarinda. EJournal Administrasi Bisnis, 8(3), 192–198. doi: 10.54144/jadbis.v8i3.3798Shinta, A. (2011). Manajemen Pemasaran. Malang: UB Press
Sudantoko, D. (2010). Pemberdayaan Industri Batik Skala Kecil Di Jawa Tengah (Studi Kasus di Kabupaten dan Kota Pekalongan). Thesis. Diponegoro University, Semarang, Indonesia). Retrieved from http://eprints.undip.ac.id/24003/
Suherman, D., Kadarsih, S., & Gusmantoro, M. G. (2017). Strategi Pemasaran Madu Berdasarkan Karakteristik Konsumen Di Kota Bengkulu. Jurnal Sains Peternakan Indonesia, 12(2), 171-183. doi: 10.31186/jspi.id.12.2.171-183
Sugiyono. 2008. Metode Penelitian Bisnis. Bandung: Alfabeta
Taru, N. S., Prihtanti, T. M., & Nuswantara, B. (2023). The Development Strategy of Bamboo Craft Home-Scale Industries Using Diamond Porter Modeling at Malumbi Vilage, Kambera District, Eastern Of Sumba Regency. AGRISEP, 22(1), 89–108. doi: 10.31186/jagrisep.22.1.89-108
Türk, B., & Erciş, A. (2017). A Marketing Mix Impacts On Organic Food Purchase Intention. Serbian Journal Of Management, 12(2). doi: 10.5937/sjm12-10785
Wuwung, S. C. (2013). Manajemen Rantai Pasokan Produk Cengkeh Pada Desa Wawona Minahasa Selatan. EMBA, 1(3), 230–238. doi: 10.35794/emba.1.3.2013.1731