Hydroponic Business Development Strategy in Ambon City

Abstract

This study aims to analyze the development of hydroponic businesses and formulate development strategies in Baguala District, Ambon City. The research method used was a case study with a qualitative descriptive approach supported by quantitative data. Data collection was conducted through interviews, observation, documentation, and Focus Group Discussions (FGDs) with hydroponic business owners and relevant stakeholders. Data analysis used the SWOT method, supported by the IFAS and EFAS Matrices, to identify internal and external business factors. The results indicate that internally, hydroponic businesses have strengths such as hygienic products, affordable prices, availability of production facilities, and the experience of business owners. However, weaknesses include limited technical training, minimal external support, low utilization of digital marketing, and the absence of formal collaborations. Externally, the business has significant opportunities, such as increasing market demand, potential distribution expansion, and public awareness of healthy products. However, it also faces threats such as extreme weather, electricity dependency, and a lack of business regeneration. The SWOT analysis results indicate that the business is relatively balanced between strengths, weaknesses, opportunities, and threats. Recommended development strategies include optimizing strengths to capitalize on market opportunities, increasing capacity through training and marketing digitalization, strengthening business institutions, and developing more targeted and sustainable development strategies