Marketing Strategy And Feasibility Of Hydroponic Vegetable Business Investment (Case Study Cv. Evolution Of Hydroponics Kupang City)

Maria Selfiana  Rua; Fredrik L. Benu; Yakobus C. W. Siubelan

doi:10.63922/ijebir.v5i04.4878

Maria Selfiana Rua Undergraduate Student, Department of Agribusiness, Faculty of Agriculture, Nusa Cendana University, Kupang, Indonesia.
Fredrik L. Benu Professor, Department of Agribusiness, Faculty of Agriculture, Nusa Cendana University, Kupang, Indonesia.
Yakobus C. W. Siubelan Lecturer, Department of Agribusiness, Faculty of Agriculture, Nusa Cendana University, Kupang, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.4878

Keywords: Hydroponics, marketing strategy, SWOT analysis, investment feasibility

Abstract

Hydroponics is a method of cultivating plants without soil, by utilizing water enriched with nutrients. Where this system is relevant for urban conditions, and areas that dominate dryland. So that hydroponics emerged as a solution, to increase the production of food crops on narrow land. This study aims to find out what marketing systems and strategies are the most efficient as well as whether to invest in CV hydroponic products. Hydroponic Evolution is worth it or not. The research was conducted at CV, Hydroponic Evolution, sub-district. Kelapa Lima, Kupang City. And the method used to collect data is the interview and direct observation method guided by questionnaires, and to find out the marketing system using the marketing mix (Marketing Mix) and to find out the most efficient strategy is SWOT Analysis, while on investment feasibility 2 methods are used, namely Net Present Value and Internal Rate Of Retunt.

The results of the study show that the application of the CV marketing mix. The evolution of Hydroponics has been quite effective in terms of product, price, promotion, and distribution. Hydroponic lettuce products have good quality at competitive prices, supported by wide distribution channels, although digital promotion still needs to be optimized. And the results of the SWOT analysis show strong internal conditions (IFAS 2.78) and a supportive external environment (EFAS 3.01), so that businesses are in Quadrant I (Strength-Opportunity) with growth strategy as the main choice. As well as an investment feasibility analysis that shows a financially viable business with an NPV of IDR 24,601,518 and an IRR of 17.79% which is higher than the discount rate.

References

Andıra, S. Feasibility Analysis and Optimization of Hydroponic Vegetable Cultivation with NFT System in New Farm, West Java. [Thesis]. Agricultural and Resource Economics Study Program. (Bogor Agricultural University, 2019).
Arif Fajar Setiawan, (2021) Analysis of the Feasibility of Hydroponic Vegetables Business on CV. Serua Farm Depok City
Bhisama, I. B. P., Wirawan, I. P. A. P., Manek, D., Novyantari, N. P. W., Widiningsih, N. K. R., & Prayoga, M. H. (2023). SOCIALIZATION OF 3R (REDUCE, REUSE, RECYCLE) AND THE IMPORTANCE OF SAVING THROUGH POSTER MEDIA AT SD NEGERI 3 MENGWI. Journal of Abdi Dharma Masyarakat (JADMA), 4(2).
Kotler, P., & Armstrong, G. (2012). Marketing concept. Naucalpan de Juárez: Pearson.Lestari, A. P., Riduan, A., Elliyanti, & Martino, D. (2020). Development of Hydroponic Agricultural Systems on Narrow Land of Residential Complexes. SAINTIFIK, 6(2).
Mr. Giatman. 2017. Engineering Economics. Jakarta. Rajawali Press.
Rangkuti, F. 2006. SWOTTeknik Analysis Dissecting Business Cases. PT Gramedia Pustaka Utama.
Rangkuti, F. Dissecting Business Case Techniques. Jakarta: Gramedia Pustaka Utama, 1953.
Rangkuti. 2015.Personal SWOT Analysis. Gramedia Pustaka Utama. Google Books
Ritung S, Suryani E, Subardja D, Sukarman, Nugroho K, Suparto, Hikmatullah, Mulyani A, Tafakresnanto C, Sulaeman Y, Subandiono RE, Wahyunto, Ponidi, Prasojo N, Suryana U, Hidayat H, Priyono A, Supriatna W. 2015. Husen et al. (Eds) Indonesia's Agricultural Land Resources: Area, Spread, and Potential Availability. Research and Development Agency. Jakarta, IAARD Press. 98 pp.
Sunarsi, D., Kustini, E., Lutfi, A. M., Fauzi, R. D., & Noryani, N. (2019). Home Industry Entrepreneurship Counseling to Improve Family Economy by Recycling Used Goods. BAKTIMAS: Journal of Community Service, 1(4).
Vira Rezkika Sitorus, (2025). Marketing Strategies in Improving Purchasing Decisions.
Yuni Lestari, Ari Khusumadewi, Amang Fathurrohman, Hijrin Fitroni, & Ubaidillah. (2019). The Use of Narrow Land with Hydroponic Dutch Bucket System to Realize Ecogreen-Islamic Boarding School through the Santripreneur Program at the K.H.A. Wahid Hasyim Islamic Boarding School, Bangil, Pasuruan. Soeropati, 2(1), 71–86.