Strategi Pemasaran Beras Organik dalam Meningkatkan Kepercayaan Konsumen  di Kabupaten Kolaka

Edi Usman; Anita Admayanti; Mutiah Rahma

doi:10.33084/daun.v11i2.8423

Authors

Edi Usman Universitas Sains Islam Al Mawaddah Warrahmah Kolaka
Anita Admayanti Universitas Sains Islam Al Mawaddah Warrahmah Kolaka
Mutiah Rahma Universitas Sains Islam Al Mawaddah Warrahmah Kolaka

DOI:

https://doi.org/10.33084/daun.v11i2.8423

Keywords:

Organic rice, Strengths, Weakness, Opportunities, Threats

Abstract

This research was conducted in Puuroda Village, Baula District, Kolaka Regency,
Southeast Sulawesi from May to July 2024. Using qualitative methods with interview
and observation techniques, this research aims to analyze marketing strategies for
organic rice to increase consumer confidence. SWOT analysis is used to identify
internal and external factors. The research r esults show that the main strengths of the
product include guaranteed quality, certification, and packaging variations.
Disadvantages include high price and short shelf life. Opportunities are identified in the
use of e-commerce and local collaboration, while threats come from competition with
non-organic products and the circulation of false claims. Recommended strategies
include the use of digital platforms for consumer education, emphasis on product
quality and certification, and production efficiency to maintain price competitiveness.

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