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Abstract

Oeltua Village has abundant agricultural products, including tomatoes, mustard greens, and corn, but faces limited market access, long marketing chains, dependence on middlemen, and weak bargaining power among farmers. These conditions have constrained sales volume and farmer income. This study aims to identify internal and external factors and determine the priority marketing strategies for agricultural products in Oeltua Village to increase sales volume. The study employs a Hybrid SWOT-AHP approach, in which SWOT is used to identify strengths, weaknesses, opportunities, and threats, while AHP is applied to prioritize alternative marketing strategies based on expert judgments. The results indicate a Consistency Ratio (CR) of 0.02%, demonstrating a very high level of consistency in the assessments. The highest-priority strategy is maintaining product quality and proper agricultural product care (ST2) with a weight of 0.197, followed by building networks with local agencies and residents (WT2) with a weight of 0.159, and improving product quality (WT1) with a weight of 0.157. These findings indicate that strengthening product quality, expanding market networks, developing product innovations, and utilizing e-commerce are essential strategies for improving the competitiveness and sales volume of agricultural products in Oeltua Village

Keywords

Strategi Pemasaran; AHP; SWOT; Volume Penjualan

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Sultan, T., & Sartien K, M. (2026). Effective Marketing Strategy Model for Agricultural Products in Oeltua Village with a Combination of SWOT and AHP Methods to Increase Sales Volume. Economics and Digital Business Review, 8(1), 65–75. https://doi.org/10.37531/ecotal.v8i1.4206
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