SOCIALIZATION OF HYDROPONIC VEGETABLE SALES INCREASE STRATEGY IN SOUTH MERUYA REGION

Abstract

The need for vegetables in DKI Jakarta exceeds 1,500 tons, but the supply cannot be met internally. Vegetable supplies are supplied from various other regions, even from Lampung to Java. This will have an impact on the quality of vegetables that arrive in DKI Jakarta because they travel quite far with unpredictable weather. Therefore, several areas, especially South Meruya Village, have developed vegetable planting techniques using hydroponic media. However, the marketing is not that extensive because of their fear of the response to the selling price being more expensive than conventional vegetables. Therefore, this socialization provides SWOT analysis training to RPTRA managers and finds hydroponic business management strategies in order to develop appropriate market segments so that hydroponic vegetable sales increase and are sustainable. Based on the activities, it is known that the quality of hydroponic vegetables is still uneven in terms of size. This shows that it still takes time to improve the quality of vegetables in order to enter premium market segments such as supermarkets, restaurants, and hotels.