Evaluating The Marketing Strategy Of Trigona Honey Through SWOT Analysis: A Case Study Of Batu Ma’illong Forest Farmers Group: Evaluasi Strategi Pemasaran Madu Trigona Melalui Analisis SWOT: Studi Kasus Kelompok Tani Hutan Batu Ma’illong

Sitti Marlina; Sapinah; Ferdian

doi:10.62794/je3s.v7i3.210

Authors

Sitti Marlina Universitas Patompo, Indonesia
Sapinah Universitas Patompo, Indonesia
Ferdian Universitas Patompo, Indonesia

DOI:

https://doi.org/10.62794/je3s.v7i3.210

Keywords:

Marketing Strategy, Trigona Honey, SWOT Analysis, Batu Ma’illong, Forest Farmers Group

Abstract

Trigona honey is one of the non-timber forest products with high economic value and strong potential to be developed as a leading local commodity in Mamasa Regency. This study aims to analyze the marketing strategy of trigona honey produced by the Forest Farmer Group Batu Ma’illong in Taupe Village, Mamasa District, Mamasa Regency. The research employed a qualitative descriptive approach using SWOT analysis to identify internal and external factors affecting product marketing. The results showed that Forest Farmer Group Batu Ma’illong possesses several key strengths, including adequate production capacity, affordable product prices, the use of production technology, halal certification, and guaranteed product authenticity. However, the group still faces several challenges, particularly in marketing, capital, and cultivation skills. External factors indicate significant market opportunities due to increasing public interest in trigona honey, although business competition and economic conditions remain challenges. Based on the SWOT analysis, the business position falls within Quadrant I, indicating that an aggressive strategy should be implemented by leveraging strengths to seize market opportunities. Therefore, strengthening branding, expanding marketing networks, and utilizing digital media are recommended as the main strategies to enhance the competitiveness and sustainability of Forest Farmer Group Batu Ma’illong’s trigona honey business.

References

Alpiana, N., Indah, D. P., & Helmi, S. (2024). Analysis of Marketing Strategies in Increasing Competitiveness in MSMEs. Jurnal Ilmiah Manajemen Kesatuan. https://doi.org/10.37641/jimkes.v12i5.2768

Haris, A. (2024). Marketing Strategies for Small and Medium Enterprises in Rural Areas. Advances in Community Services Research. https://doi.org/10.60079/acsr.v2i1.338

Hasanah, H., Sarma, M., & Munandar, J. M. (2023). The Effect of Halal Certification and Entrepreneurial Marketing on the Successful Small and Medium-sized Enterprises of Food Products. 26(1), 26–36. https://doi.org/10.14414/jebav.v26i1.2994

Hunger, J. D., & Wheelen, T. L. (2014). Essentials of Strategic Management. In Essentials of Strategic Management (Fifth Edit). Pearson Education.

Jonson, R., Efrianti, R., Oktarina, Y., & Novayanti. (2024). Development Strategy of Klanceng Honey Livestock (Trigona Sp) in Lubuk Raja, Ogan Komering Ulu District. Journal of Agriculture (JoA), 1, 1–11.

Karnia, I., Hamidah, S., & Rahmat, A. (2019). TERHADAP KADAR GULA PEREDUKSI DAN KEASAMAN The Effect Of Storage Time Of Kelulut Honey ( Trigona Sp ) To Reducing Sugar and Acidity. 02(6), 1094–1099.

Larasati, M., Albar, B. B., & Sari, J. M. (2025). The SWOT Analysis as a Framework for Enhancing Marketing Strategies to Drive Sales Growth. JURISMA: Jurnal Riset Bisnis Dan Manajemen, 15(April), 1–11.

Lei, J., Xie, Y., Chen, Y., Zhong, T., Lin, Y., & Wang, M. (2025). The Transformation of Peri-Urban Agriculture and Its Implications for Urban–Rural Integration Under the Influence of Digital Technology. Land. https://doi.org/10.3390/land14020375

Li, X., Guo, H., Jin, S., Ma, W., & Zeng, Y. (2024). Do farmers gain internet dividends from E-commerce adoption? Evidence from China. Food Policy, 101. https://doi.org/https://doi.org/10.1016/j.foodpol.2021.102024

Mariani, Y., Kartika, N. M. A., Harmayani, R., & Zulkarnain. (2022). Studi Kasus Potensi Budidaya Lebah Madu Trigona Sp. yang Dipelihara pada Stup Modern di Kecamatan Aikmel Lombok Timur. Jurnal Agribisnis Dan Peternakan, 2(1), 27–32.

Morepje, M. T., Sithole, M. Z., Msweli, N. S., & Agholor, A. I. (2024). The Influence of E-Commerce Platforms on Sustainable Agriculture Practices among Smallholder Farmers in Sub-Saharan Africa.

Nuraida, I., Sugiharto, B., & Marjuka, Y. (2023). Agropolitan Tourism Village Strategies Based on SWOT Analysis. PETRA INTERNATIONAL JOURNAL OF BUSINESS STUDIES, 6, 226–236. https://doi.org/ttps://doi.org/10.9744/petraijbs.6.2.226-236

Poniwatie, A., Noviandari, I., Kusumo, R. B., & Pratama, D. J. (2022). SWOT ANALYSIS IN IMPROVING MARKETING STRATEGIES IN CIRCLE K. International Journal of Economics, Bussiness and Accounting Research (IJEBAR), 2022(1), 648–657. https://doi.org/https://doi.org/10.3390/su16156496

Radzikhovska, Y. (2021). DIGITAL TRANSFORMATION AND ITS INFLUENCE ON CHANGING THE MARKETING ORIENTATION OF BUSINESS STRUCTURES AND CONSUMER BEHAVIOUR. Baltic Journal of Economic Studies. https://doi.org/10.30525/2256-0742/2021-7-2-200-209

Relawati, R., Ariadi, B. Y., & Trushkina, N. (2025). Digital Marketing Strategies for Agriculture: Indonesia and Ukraine. BIO Web of Conferences. https://doi.org/10.1051/bioconf/202520103003

Rusdana, N., Choirani, S., & Friska, A. (2022). Digital Marketing Communication Strategy for Micro, Small and Medium Enterprises (MSMEs) in Business Competition. International Journal of Research and Applied Technology. https://doi.org/10.34010/injuratech.v2i1.6913

Saputra, E., Mardhiah, A., Mulyadi, Wardani, S., Handayani, L., & Munandar, R. (2023). ANALYSIS OF PROFIT OF HONEYBEE CULTIVATION BUSINESS Trigona sp ACEH BESAR DISTRICT. Jurnal Agroristek, 6(April), 1–8. https://doi.org/https://doi.org/10.47647/jar.v5i2.1110

Song, Y., Li, L., Sindakis, S., Aggarwal, S., Chen, C., & Showkat, S. (2024). Examining E-Commerce Adoption in Farmer Entrepreneurship and the Role of Social Networks: Data from China. Journal of the Knowledge Economy, Volume 15, 8290–8326. https://doi.org/https://doi.org/10.1007/s13132-023-01379-6

Sumarni, M. (2022). ANALISIS SWOT SEBAGAI STRATEGI MENINGKATKAN DAYA SAING UMKM DI KOTA LANGSA. IHTIYATH Jurnal Manajemen Keuangan Syariah, 6(2), 121–136. https://doi.org/https://doi.org/10.32505/ihtiyath.v6i2.5173

Umam, K., Awwally, A., Mustaniroh, S. A., Mayang, N., & Sunyoto, S. (2023). Manajemen Budidaya Lebah Madu Klanceng ( Trigona sp .) di Kelompok Tani Hutan ( KTH ) Telaga Lestari , Desa Ngebel , Kab . Ponorogo , Jawa Timur. December, 86–95.

Urefe, O., Odonkor, T. N., Obeng, S., & Biney, E. (2024). Innovative strategic marketing practices to propel small business development and competitiveness. Magna Scientia Advanced Research and Reviews. https://doi.org/10.30574/msarr.2024.11.2.0122

Vavekanand, R., & Kumar, S. (2024). Rural Agricultural Development Through E-Commerce Platforms. April. https://doi.org/10.13140/RG.2.2.35572.97927

Vit, P., Chuttong, B., Ramírez-Arriaga, E., Enríquez, E., Wang, Z., Cervancia, C., Vossler, F., Kimoloi, S., Engel, M. S., Contreras, R. R., Mduda, C. A., & Tomás-Barberán, F. (2025). Stingless bee honey: Nutraceutical properties and urgent call for proposed global standards Author links open overlay panel. Trends in Food Science & Technology, 157.

Waluyo, T. (2023). Agribusiness Product Marketing Analysis: Opportunities and Challenges in the Digital Era. MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi. https://doi.org/10.58471/mar-ekonomi.v2i1.540