This research aims to find out the profile of bonsai farmers, find out bonsai
problems, and find out bonsai marketing strategies in Sambeng Kulon Village,
Kembaran District, Banyumas Regency. This research uses a case study method,
namely research carried out by looking directly at the field, because a case study
is a method that explains the type of research regarding an object in a place that is
not necessarily the same as in other areas. Determination and sampling in this
research was carried out using saturated samples. The number of samples taken in
this research was set at 15 respondents. The data analysis used is SWOT analysis.
The results of the research show that the profile of bonsai farmers in Sambeng
Kulon Village is seen from several aspects including age, education level, number
of management and length of bonsai business. the majority of bonsai farmers have
a variety of education, 2 people or 14% of bonsai farmers have elementary school
education, 5 people or 33% of bonsai farmers have junior high school education, 5
people or 33% of bonsai farmers have high school education, at Diploma level
(D1/D2/D3) as many as 1 people or 7%, and as many as 2 people or 13% of
educational journeys up to Strata level (S1/Masters/S3). There are 14 people or
93% of the bonsai business with a bonsai business duration of 2-14 years, and 1
person or 7% of the 15 bonsai farmers are 15-24 years old.
The main problems with Bonsai marketing in Sambeng Kulon Village, Kembaran
District, Banyumas Regency include lack of access to a wider market, limitations
in product promotion and branding, and tight price competition. The solution
includes increasing farmers' capabilities in digital marketing, developing
cooperation with regional bonsai communities, as well as diversifying sales
channels through e-commerce platforms and social media. The bonsai marketing
strategy in Sambeng Kulon Village according to the results of the research
analysis is in quadrant I or can be described as follows:
a. Improving quality and expanding the network.
b. Looking for as many relationships as possible and maintaining good trust
with traders, distributors and all parties.
c. Increasing innovation and variance in efforts to develop products.
d. Maintain quality standards and develop the art of bonsai to make it more
attractive to bonsai plant lovers.