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Melita Sesfao
Universitas Nusa Cendana
Humanities Computer Science & IT Education Industrial & Manufacturing Engineering Social Sciences

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MARKETING STRATEGY OF MORINGA TEA FROM THE COMMUNITY NURSERY (KBR) BPDAS BENAIN NOELMINA (CASE STUDY OF TUNAS KADALAK FARMER GROUP HALIKLARAN VILLAGE WELIMAN SUBDISTRICT MALAKA REGENCY) Melita Sesfao; Lusia Sulo Marimpan; Pamona Silvia Sinaga; Nixon Rammang
Journal of Scientech Research and Development Vol 7 No 2 (2025): JSRD, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56670/jsrd.v7i2.1084

Abstract

The purpose of this study was to determine the marketing strategy of Moringa (Moringa oleifera) tea from the People's Seedling Garden (KBR), Tunas Kadalak farmer group, Haliklaran Village, Weliman District, Malaka Regency. This research is a qualitative descriptive research study using the census method. The data analysis used in this research is a SWOT analysis. The results showed that there were two marketing channels for moringa tea in the Tunas Kadalak farmer group. The first marketing channel, or zero-level marketing channel (Producer-Consumer), had a marketing margin of 0 and the farmer's share of 100%. The second one is the marketing channel or level one marketing channel, namely (Producer-Retailer-Consumer), which has a marketing margin of Rp. 10,000 and a farmer's share of 71.43%. The SWOT analysis results indicate that moringa tea marketing within the Tunas Kadalak farmer group is positioned in quadrant I. The strategy that can be applied in Moringa leaf tea marketing activities is the SO (strength-opportunity) strategy, which involves leveraging existing opportunities by utilizing the strengths possessed, such as the health benefits of Moringa leaf tea, as the primary attraction to target consumers who prioritize health. Utilizing cooperative relationships with partners to expand the product distribution network.
Co-Authors Lusia Sulo Marimpan Nixon Rammang Pamona Silvia SINAGA