<![CDATA[Penelitian ini bertujuan untuk merumuskan strategi pemasaran durian Indonesia yang efektif dan berkelanjutan guna meningkatkan daya saing di pasar ekspor Tiongkok melalui integrasi analisis SWOT dan pendekatan STP. Latar belakang penelitian ini adalah rendahnya penetrasi ekspor durian Indonesia meski merupakan produsen durian terbesar dunia, serta adanya peluang pasar akibat dinamika perdagangan dan regulasi impor Tiongkok. Metode yang digunakan adalah campuran kualitatif dan kuantitatif dengan data diperoleh dari studi pustaka, publikasi resmi, dan wawancara praktisi industri. Analisis SWOT digunakan untuk menilai kekuatan kelemahan, peluang, dan ancaman dari empat varietas durian terpilih, sementara pendekatan STP digunakan untuk menentukan segmen, target, dan strategi positioning sesuai preferensi konsumen Tiongkok. Hasil penelitian diharapkan memberikan kontribusi terhadap strategi ekspor berbasis potensi varietas lokal serta rekomendasi kebijakan dan pemasaran untuk memperkuat posisi durian Indonesia di pasar global. This study aims to formulate an effective and sustainable marketing strategy for Indonesian durian to increase its competitiveness in the Chinese export market through an integration of SWOT analysis and the STP approach. The background of this study is the low penetration of Indonesian durian exports despite being the world's largest durian producer, as well as the market opportunities arising from trade dynamics and Chinese import regulations. The method used is a mixture of qualitative and quantitative, with data obtained from literature studies, official publications, and interviews with industry practitioners. The SWOT analysis is used to assess the strengths, weaknesses, opportunities, and threats of four selected durian varieties, while the STP approach is used to determine segments, targets, and positioning strategies according to Chinese consumer preferences. The research results are expected to contribute to export strategies based on the potential of local varieties, as well as policy and marketing recommendations to strengthen Indonesia's durian position in the global market.]]>
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