Strategi Pemasaran Ice Cream Durian di Kabupaten Jember

Abstract

This study examines the marketing strategy for durian ice cream as a product diversification effort at Taman Botani Sukorambi, Jember Regency. Fluctuating quality, seasonal availability, and the perishable nature of durian encouraged the development of durian ice cream to raise the added value of local durian and strengthen tourism-based agro-industry products. The study used a qualitative case study approach with 30 respondents, combining interviews, questionnaires, and Business Model Canvas (BMC) mapping, SWOT analysis, and Quantitative Strategic Planning Matrix (QSPM) analysis. Results show an Internal Factor Evaluation (IFE) score of 2.52 and an External Factor Evaluation (EFE) score of 2.63, placing the business in cell V of the Internal-External Matrix, a hold-and-maintain position calling for market penetration and product development strategies. The SWOT matrix produced eight alternative strategies, and QSPM analysis identified developing product identity and branding as a culinary-tourism icon (Strategy SO-1, TAS 5.82) as the top priority, followed by strengthening digital marketing through marketplace and e-commerce platforms (Strategy WO-1, TAS 5.72) and reinforcing product differentiation through new flavor variants, premium packaging, and halal certification (Strategy ST-1, TAS 5.32). The study recommends an updated Business Model Canvas that strengthens digital distribution channels, customer loyalty programs, revenue diversification, and digital-marketing human resources to increase the competitiveness of durian ice cream as a distinctive culinary product of Jember's agrotourism.