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All Journal AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment)
Wijayana, I Gusti Nyoman
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Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Education Energy Environmental Science

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Marketing Strategy of Cayenne Pepper Commodities in Supporting the Policies of the Badung Regency Government Wijayana, I Gusti Nyoman; Mahardika, Ida Bagus Komang; Udayana, I Gusti Bagus; Situmeang, Yohanes Parlindungan; Sanjaya, I Gusti Agus Maha Putra; Sukmadewi, Desak Ketut Tristiana
AJARCDE (Asian Journal of Applied Research for Community Development and Empowerment) Vol. 10 No. 2 (2026)
Publisher : Asia Pacific Network for Sustainable Agriculture, Food and Energy (SAFE-Network)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29165/ajarcde.v10i2.979

Abstract

This study analyzes the marketing strategies for cayenne pepper in Badung Regency, Bali, to support government policies aimed at enhancing horticultural competitiveness and farmer welfare. Conducted in the production centers of Mengwi, Abiansemal, and Petang, the research utilized a mixed-methods approach incorporating Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), and Internal-External (IE) matrices, followed by a SWOT analysis. The results position the cayenne pepper agroindustry in Quadrant I (Strength–Opportunity), signifying robust internal capabilities and significant market potential. With an IFE score of 2.820 and an EFE score of 2.870, the study identifies high product quality and rising market demand as primary drivers, while production fluctuations and price uncertainty remain key challenges. To optimize this potential, the study recommends a multi-faceted strategy: stabilizing production through strengthened farmer groups, launching chili subscription programs for culinary businesses, and utilizing digital platforms. Furthermore, establishing weekly farmers' markets, fostering partnerships with supermarkets, and diversifying processed products are essential to stabilizing supply and improving the economic welfare of local farmers. Contribution to Sustainable Development Goals (SDGs):SDG 6 – Clean Water and Sanitation: SDG 11 – Sustainable Cities and Communities: SDG 13 – Climate Action: SDG 15 – Life on Land
Co-Authors I Gusti Bagus Udayana Mahardika, Ida Bagus Komang Sanjaya, I Gusti Agus Maha Putra Sukmadewi, Desak Ketut Tristiana Yohanes Parlindungan Situmeang