The research was conducted on ornamental plant farming in Karangtengah Village, Baturaden district, Banyumas Regency. This study aims to determine the profile of ornamental plant farming practitioners, identify internal and external factors, analyze strengths and weaknesses, opportunities, and threats faced by ornamental plant farming, and determine alternative strategies for the development of ornamental plant farming.
The method used in this research is the descriptive case study method. The data used are primary and secondary data. The sample was taken using a saturated sampling technique or census, amounting to 45 ornamental plant farming practitioners. The researcher applied descriptive analysis an other analysis namely IFAS and EFAS matrix, SWOT, and QSP matrix.
The results of this study show the identification of internal factors affecting the development of ornamental plant farming, including 8 strengths and 7 weaknesses. The identification of external factors affecting the development of ornamental plant farming includes 9 opportunities and 7 threats. Based on the results of the IFAS and EFAS matrix analysis, ornamental plant farming has a total strength score of 1.294, which is greater than the total weakness score of (-0.073). It also has a total opportunity score of 2.148, which is greater than the total threat score of (-0.578). Based on the SWOT analysis, it is recognized that the position of ornamental plant farming in Karangtengah Village is in quadrant I, recommending an aggressive strategy for growing and developing the farming business. The prioritized alternative strategies include utilizing market opportunities by increasing the availability of diverse ornamental plants and maintaining product quality to meet market demand, expanding marketing reach, attracting new consumers to increase income, retaining existing customers, and attracting new customers to increase income.