This research aims to: 1) Determine the profile of palm sugar makers in Serayu Larangan Village, Mrebet Subdistrict, Purbalingga Regency. 2) Identify internal and external factors influencing palm sugar marketing in Serayu Larangan Village, Mrebet District, Purbalingga Regency. 3) Explore the marketing mix strategy for palm sugar in Serayu Larangan Village, Mrebet District, Purbalingga Regency.
The research methods used are descriptive, qualitative, and quantitative, with primary and secondary data. Samples were selected using simple random sampling to identify research respondents. The sample size was determined the Slovin formula, revealing 33 palm sugar makers in Serayu Larangan Village.
The results of this research are: 1) The profile of palm sugar makers in Serayu Larangan Village includes age, highest education, number of family dependents, business duration, number of sap-tapping coconut trees, total production and sales, and processing techniques. 2) Identifying internal and external factors includes the 4Ps: product, price, promotion, and place/distribution. Internal factors include strengths and weaknesses, while external factors include opportunities and threats. 3) Alternative strategies based on the SWOT matrix for palm sugar makers in Serayu Larangan Village include producing palm sugar every day to meet consumer demand, marketing through online media, collaborating with others to expand the marketing network, expanding the marketing area to reach other regions, establishing agreed-upon prices between collectors and makers, using modern production and packaging tools for effectiveness and efficiency, improving the quality of palm sugar products to attract consumers, and setting selling prices that align with production costs. 4) Priority strategies based on the QSPM analysis include expanding the marketing area toreach other regions.