Strategy For The Development Of Organic Vegetable Business In The Bangkit Merbabu Farming Group, Batur Village, Getasan District, Semarang Regency

Abstract

The purpose of this study is to identify the internal and external factors in the development of organic vegetable farming and to identify the main strategies that can be applied to the development of organic vegetable farming in the Bangkit Merbabu Farmers Group. Types of data in the form of primary and secondary data. The data analysis methods used in this study are IFE, EFE, IE, SWOT and QSPM matrix. According to research results, the strength internal factors are organic certification and product labeling, and the weakness is reduced demand due to Covid 19. External factors in the development of organic vegetables offer great market opportunities both domestically and internationally, but the threat is consumer convenience to obtain alternative products. A key strategy in developing organic vegetable farming according to the QSPM matrix is ??to learn and understand how to use social media as a means of promoting organic vegetable products.