Strategi Pemasaran Bibit Kelapa Kopyor Kultur Jaringan di Pusat Penelitian Kelapa Sawit Unit Bogor

Abstract

Kelapa kopyor merupakan komoditas bernilai ekonomis tinggi, namun pengembangan varietasnya masih terhambat pada keterbatasan bibit unggul dengan harga terjangkau bagi petani. Kondisi ini menyebabkan jumlah pasokan buah kelapa kopyor terbatas dan belum mampu memenuhi permintaan yang terus meningkat. Tren mengonsumsi makanan sehat di masyarakat turut mendorong peningkatan permintaan produk kelapa. Salah satu upaya untuk meningkatkan jumlah produksi buah kelapa kopyor melalui penerapan teknik kultur jaringan. Pusat Penelitian Kelapa Sawit Unit Bogor PT Riset Perkebunan Nusantara telah berhasil memproduksi bibit kelapa kopyor kultur jaringan tipe genjah coklat dengan tingkat kekopyoran buah kelapa relatif tinggi mencapai 99.9%. Meskipun bibit kelapa kopyor kultur jaringan memiliki kualitas unggul, namun tingkat penjualan bibit masih tergolong rendah karena rendahnya minat pembeli yang disebabkan masih terbatasnya pengetahuan calon pembeli mengenai sistem budidaya dan prospek usaha kelapa kopyor. Penelitian ini bertujuan untuk memformulasikan strategi pemasaran bibit kelapa kopyor kultur jaringan untuk meningkatkan efektivitas pemasaran, memperkuat daya saing produk di pasar domestik dan berkontribusi terhadap subsektor perkebunan. Penelitian ini menggunakan pendekatan matriks IFE, EFE, SWOT, dan QSPM. Penelitian ini menghasilkan tujuh alternatif strategi pemasaran, dengan prioritas strategi yaitu mendemonstrasikan bibit berbasis value-based promotion pada event dan pameran agrikultur dengan mengundang media yang potensial untuk meliput acara tersebut.

Kopyor coconuts are a commodity of high economic value, but the development of new varieties remains hampered by a shortage of high-quality seedlings at prices affordable to farmers. This situation has resulted in a limited supply of kopyor coconuts, which has not been able to meet the steadily increasing demand. The trend toward healthy eating among the public has also driven increased demand for coconut products. One effort to boost kopyor coconut production involves the application of tissue culture techniques. The Bogor Unit of the Oil Palm Research Center at PT Riset Perkebunan Nusantara has successfully produced tissue-cultured kopyor coconut seedlings of the “genjah coklat” type, which exhibit a relatively high kopyor coconut yield of up to 99.9%. Although tissue-cultured kopyor coconut seedlings possess superior quality, sales remain relatively low due to limited buyer interest—a result of prospective buyers’ lack of knowledge regarding cultivation systems and the business prospects of kopyor coconut cultivation. This study aims to formulate a marketing strategy for tissue- cultured kopyor coconut seedlings to improve marketing effectiveness, strengthen the product’s competitiveness in the domestic market, and contribute to the plantation subsector. This study employs the IFE, EFE, SWOT, and QSPM matrix approaches. The study identified seven alternative marketing strategies, with the top priority being to demonstrate the seedlings through value-based promotion at agricultural events and exhibitions by inviting relevant media outlets to cover these events.