SOCIAL MEDIA MARKETING STRATEGY FORRED SHOOT ORNAMENTAL PLANT SALES CVFLORA INDAH SARANA

Herlambang Cikal Perdana (Universitas Duta Bangsa Surakarta)
Rahmawati Setiyani (Universitas Duta Bangsa Surakarta)
Annisa Nugraheni Afridhianika (Universitas Duta Bangsa Surakarta)

Proceeding of International Conference Health, Science And Technology (ICOHETECH)
2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)

This study examines the utilization of social media indeveloping the marketing of red shoot ornamental plants(Syzygium oleana) at CV Flora Indah Sarana, identifies theinternal and external factors influencing that development,and formulates alternative marketing strategies. Adescriptive qualitative method was used, with datacollected through observation, interviews, anddocumentation involving the owner, the marketing staff,and thirty ornamental-plant traders as external informants.Data were analyzed descriptively and through the InternalFactor Analysis Summary (IFAS), External Factor AnalysisSummary (EFAS), and SWOT Matrix. Results show that thecompany relies on Instagram, Facebook, and WhatsAppBusiness for promotion, product information, and customercommunication, although content uploads remaininconsistent, paid advertising features are unused, anddigital evaluation is rarely conducted. The IFAS and EFASanalyses produced coordinates of (0.20; 0.25), placing thecompany in Quadrant I (Growth Strategy), where internalstrengths and external opportunities outweigh weaknessesand threats. The recommended strategy is Strength–Opportunity (SO), emphasizing consistent optimization ofsocial media content, maintenance of product and servicequality, and expansion of trader partnerships to strengthenand stabilize the sales of red shoot ornamental plants.