Research on World Agricultural Economy

Strategic Priorities for Developing the Marketing of Pomelo Oranges (Citrus maxima Merr.): A Case Study in Magetan Regency, Indonesia

Kusnandar

Department of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret, Surakarta 57126, Indonesia

Risma Dwi Pratiwi

Postgradute Program of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret, Surakarta 57126, Indonesia

Kartika Yoga Prasetyani

Postgradute Program of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret, Surakarta 57126, Indonesia

Asmadi

Postgradute Program of Agribusiness, Faculty of Agriculture, Universitas Sebelas Maret, Surakarta 57126, Indonesia

Reismaya Wanamertan Nugroho

Department of Plantation Management, Politeknik LPP Yogyakarta, Yogyakarta 55222, Indonesia

DOI: https://doi.org/10.36956/rwae.v6i1.1370

Received: 6 October 2024 | Revised: 4 December 2024 | Accepted: 9 December 2024 | Published Online: 5 February 2025

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Abstract

Magetan Regency is the main production center for pomelo in Indonesia with total production reaching 244,395 quintals per year. Despite the high output of pomelo oranges in Magetan Regency, they still need to improve their marketing process. The purpose of this research is to analyze the priority of choosing the best strategy to develop a marketing strategy for pomelo oranges in Magetan Regency. The analysis method uses the Analytic Network Process (ANP) with Super Decision Software. Data collection uses journal reference methods, observations, interviews, and questionnaires to people who are experts in the field of pomelo oranges to obtain data/information regarding criteria, sub-criteria, and alternative solutions that will be analyzed later. The experts are the Head of the Horticulture Division from the Food Crops, Horticulture, Plantation, and Food Security Department, Magetan Regency; pomelo orange farmers in Magetan Regency; and representatives of Field Agricultural Extension Officer Sukomoro District, Magetan Regency. The results of the analysis using the ANP method, lead to the right and best decision in terms of selecting a profitable marketing strategy for pomelo citrus farming in Magetan Regency, namely post-harvest quality improvement. These results can be used as the best alternative because they meet the criteria and sub-criteria above, namely managerial capabilities, customer linking capabilities, market innovation capabilities, human resources assets, and reputational assets.

Keywords: Pomelo Orange; Magetan Regency; Marketing Strategy; ANP

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