Author(s): Mukhamad Najib, Ujang Sumarwan, Stevia Septiani, Farah Fahma
Eco-friendly products such as organic food have become one alternative solution for food security in the future. Organic farming practices are also aligned and support the creation of Sustainable Development Goals (SDGs) number 2 that keep ecosystems through environmentally friendly agriculture and the empowerment of local farmers. Although Indonesia has good potential for developing eco-friendly products, the growth of the domestic organic food market share as an eco-friendly product is still relatively low. Therefore, an appropriate marketing strategy is needed to increase the number of purchases and consumption. The purpose of this study was to determine the factors that influence the marketing of organic food and to recommend priority strategies to increase the organic food market in Indonesia. The analytical methods used in this study are SWOT analysis and analytical hierarchy process (AHP). The results showed the alternative marketing strategies that become strategic priorities are product strategies that focus on improving product quality.