Abstract

Tanaman hias merupakan subsektor agribisnis strategis dengan potensi ekonomi tinggi. Namun, UD Anugerah Garden di Kota Mataram masih menghadapi berbagai tantangan dalam memasarkan produknya, seperti tingginya persaingan, promosi yang belum optimal, penentuan harga yang tidak konsisten, serta keterbatasan distribusi. Penelitian ini bertujuan menganalisis strategi pemasaran UD Anugerah Garden menggunakan pendekatan bauran pemasaran 4P: Produk, Harga, Tempat, dan Promosi. Dengan metode kualitatif deskriptif dan teknik purposive sampling, lima informan aktif dipilih sebagai responden. Data dikumpulkan melalui wawancara semi-terstruktur, observasi langsung, dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi produk UD Anugerah Garden mencakup budidaya tanaman hias sendiri dan diversifikasi melalui jasa proyek lanskap serta perawatan tanaman. Strategi harga dilakukan fleksibel berdasarkan biaya dan permintaan pasar. Saluran distribusi mengandalkan kios fisik dan pengiriman langsung ke konsumen, didukung lokasi yang strategis. Promosi memanfaatkan media sosial seperti Instagram dan WhatsApp, namun branding visual dan toko daring masih minim. Optimalisasi promosi digital dengan pelatihan manajemen konten dan pemasaran online. Kolaborasi dengan content creator lokal atau tenaga muda yang menguasai media digital juga disarankan untuk memperkuat branding dan jangkauan pasar. Upaya ini diharapkan meningkatkan daya saing dan memperluas pasar UD Anugerah Garden di tengah dinamika digital marketing yang kian kompetitif. Marketing Strategy of Ornamental Plants of UD Anugerah Garden Mataram City Abstract Ornamental plants represent a strategic agribusiness subsector with high economic potential. However, UD Anugerah Garden, located in Mataram City, still faces several challenges in marketing its products, including intense competition, suboptimal promotional efforts, inconsistent pricing strategies, and limited distribution channels. This study aims to analyze the marketing strategies of UD Anugerah Garden using the 4P marketing mix approach: Product, Price, Place, and Promotion. Employing a descriptive qualitative method and purposive sampling technique, five active informants were selected as respondents. Data were collected through semi-structured interviews, direct observation, and documentation. The results show that the product strategy of UD Anugerah Garden includes self-cultivation of ornamental plants and diversification through landscaping projects and plant care services. The pricing strategy is flexible, based on cost and market demand. Product distribution relies on physical kiosks and direct delivery to consumers, supported by a strategic business location. Promotional efforts utilize social media platforms such as Instagram and WhatsApp; however, visual branding and professional online stores remain underdeveloped. To improve promotional effectiveness, it is recommended that the company optimize its digital marketing through content management training and online marketing strategies. Collaborating with local content creators or involving tech-savvy young individuals is also advised to enhance branding and market reach. These efforts are expected to increase competitiveness and expand the market presence of UD Anugerah Garden amidst the increasingly dynamic digital marketing landscape.

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