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Jabal Tarik Ibrahim
Universitas Muhammadiyah Malang
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Public Health Social Sciences Other

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Marketing Strategy To Increase Exports Sales Volume Gum Damar Ali Fahrezi, Muhammad Rahul; Jabal Tarik Ibrahim
INDONESIAN JOURNAL OF SMALL SCALE FARMING Vol. 1 No. 2 (2025): Volume 1, Number 2, 2025
Publisher : Faculty of Agriculture Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/ijoss.2025.v01.i02.p02

Abstract

BACKGROUND AND OBJECTIVES Gum damar (Shorea javanica) is a high value non timber forest product with strong export potential, particularly due to its applications in the cosmetics, pharmaceutical, and manufacturing industries. CV. Media Mitra Indonesia, as one of the exporters of gum damar, faces challenges in increasing its export sales volume. These challenges include limited human resources, low adoption of digital marketing technologies, and intensifying competition from other producing countries such as India and Vietnam. This study aims to identify the internal and external factors influencing the company and to formulate appropriate marketing strategies to enhance competitiveness and promote sustainable export growth. METHODS This research employs a qualitative descriptive approach supported by SWOT analysis, along with IFAS and EFAS matrices, and strategic mapping using the SWOT and SPACE matrices. Data were collected through direct observation, in-depth interviews with key informants, and the distribution of Likert-scale questionnaires to the company’s export marketing team. FINDINGS The findings reveal that the company’s main strengths lie in product quality, distribution efficiency, and a positive export image. However, it also faces internal weaknesses such as limited human resources and underutilized digital technology. On the external side, opportunities such as market expansion and government support outweigh threats like export regulations and global competition. The S-O (Strength–Opportunity) strategy was selected as the primary strategic direction, supported by the SPACE Matrix results, which positioned the company in the aggressive quadrant indicating readiness for proactive expansion. CONCLUSION: An aggressive strategy is considered the most suitable approach to respond to global market dynamics and reinforce the company’s export position for gum damar. The study contributes to the development of marketing strategies for non-timber forest commodities in the mid-scale agribusiness sector. Recommendations include strengthening brand identity, advancing digital export capabilities, enhancing human resource competencies, and fostering product innovation. The limitation of this study lies in its relatively small respondent base; therefore, future research is encouraged to include a broader range of industry actors to achieve more representative findings.
Co-Authors Adi Sutanto Ainur Rahib, Ainur Akbar Habib Ali Fahrezi, Muhammad Rahul Anas Tain Andi, Yusrizal Ari Anggara, Muhammad Rafi Anggit Putra Wicaksono Aris Winaya Aris Winaya Arum, Prettyziana Sekar Ary Bakhtiar Astasari, Cynthia Paramita Ayu Fitriani Miftahul Sholehah Bambang Yudi Ariadi Bayu, Indra Bernadetta Devara Ridwan Chindy Feliyana Chuzaimah Chuzaimah, Chuzaimah Cynthia Paramita Astasari Dhea Aurelie Yoniansyah Dicky Adithya Pratama Dio Bagus Setiawan Dyah Erni Widyastuti Endang Lastinawati, Endang Fauzan, Ridwan Ahmad Fithri Mufriantie Gumoyo Mumpuni Ningsih Hamzah, Yoga IG Hanif Fitria Hapsari Harpowo Hasan, Juhan Mahdum Hawayanti, Erni Helian Thus, Orca Oryza Anantha Henik Sukorini Hutri Agustino Idealistuti, Idealistuti Iftitah Hevi Riyanti Indra Bayu Indriani Indriani Istis Baroh Jayus Jayus Kubro, Aminah Roisatul Lia Nita Pramudiastuti Livia Windiana M. Zul Mazwan Maulida Murdayanti Muchsiri, Muchtaruddin Muhammad Thamrin Novi Syafrina Madani Nugroho Tri Waskitho Nur Ocvanny Amir Nurul Latifah Orca Oryza Anantha Helian Thus Proborini, Nur Alvina Puspita, Diah Eka Putri Sabrina Dwi Suprapti Rahadi Rahadi Rahadi Rahadi, Rahadi Rahayu Relawati Ridwan Ahmad Fauzan Riyanti, Iftitah Hevi Rojiq, M. Abdul Ronaldo, Steve David Sabrina Sahara, Harum Saiman Saiman Salsabella, Irene Hanies Sebayang, Nico Sitti Rahma Ma'Mun Sunardi Sunardi Sutawi Sutawi Sutawi Sutawi Syaiful Huda Wahono Wahono Wahyu A M Fadlan Wan Arfiani Barus Wicaksono, Anggit Putra Yogaswara IG Hamzah Yohana Agustina Yusrizal Ari Andi Zubdatul Asror