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All Journal Sustainable Agribusiness Review
Fadilah Nurdin
Agribusiness Study Program, Faculty of Agriculture, Muhammadiyah University of Sinjai

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Marketing Strategy for Dragon Fruit Farming in Sukamaju Village, Telulimpoe District, Sinjai Regency A.Nurhaq Annizar; Megawati Megawati; Fadilah Nurdin
Sustainable Agribusiness Review Vol. 2 No. 1 (2026): May 2026
Publisher : FAKULTAS PERTANIAN UNIVERSITAS PEMBANGUNAN NASIONAL VETERAN JAWA TIMUR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/sar.v2i1.35

Abstract

This research is motivated by the significant development of dragon fruit farming in Sukamaju Village, which has high production potential but still faces marketing constraints such as dependence on middlemen, which results in suboptimal farmer income. The purpose of this study was to determine strategies for increasing dragon fruit farming income in Sukamaju Village, Tellulimpoe District, Sinjai Regency. This study uses a quantitative descriptive method with a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis as the primary analytical tool to formulate the strategy. Sampling was conduted using purposive sampling of 40 dragon fruit farmers. The analysis results indicate that dragon farming is in a very strong strategic position and has good prospects for development. This is evidenced by a total score of 3.88 for the Internal Factor Matrix (IFAS) and 3.85 for the External Factor Matrix (EFAS). The Internal-External (IE) Matrix analysis place the farm in cell I, within the “Grow and Build” strategy area. Therefore, the most appropriate strategy to implement is an aggressive and intensive strategy. Based on the SWOT Matrix, the priority strategic alternative is the SO (Strengths-Opportunities) Strategy, which focuses on leveraging key strengths such as agro-climate suitability and early harvest times to saize significant market opportunities through digital marketing and processed product development.
Factors Affecting White Pepper Production in Puncak Village, South Sinjai District, Sinjai Regency Fadilah Nurdin; Nurhalyza Nurhalyza; Nilmalasari Nilmalasari; Asdar Asdar; Salsabila Salsabila; Anisa Fahira Asma
Sustainable Agribusiness Review Vol. 2 No. 1 (2026): May 2026
Publisher : FAKULTAS PERTANIAN UNIVERSITAS PEMBANGUNAN NASIONAL VETERAN JAWA TIMUR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33005/sar.v2i1.36

Abstract

This study aims to analyze farmer characteristics and the factors affecting white pepper production in Puncak Village, South Sinjai District, Sinjai Regency. This research employed a quantitative approach using a survey method. A total of 30 farmers were selected using a saturated sampling technique. Data were collected through interviews, observations, and documentation, and analyzed using multiple linear regression. The results show that partially, seed quality (X1), land area (X2), and price (X3) have a significant effect on white pepper production with significance values < 0.05. Seed quality and price have a positive effect, while land area has a negative effect on production. Simultaneously, all variables significantly affect production. The coefficient of determination (R²) is 0.411, indicating that 41.1% of the variation in production is explained by the model, while the rest is influenced by other factors outside the study. In conclusion, Farmers are encouraged to use high-quality seeds and optimize land management to boost white pepper productivity, particularly on large-scale plots, to prevent a decline in production efficiency. The government and agricultural extension officers should provide guidance and training on efficient white pepper cultivation techniques and proper land management to increase farmers’ yields.
Co-Authors A.Nurhaq Annizar Anisa Fahira Asma Asdar Asdar Megawati Megawati Nilmalasari Nilmalasari Nurhalyza Nurhalyza Salsabila Salsabila