PERMINTAAN DOMESTIK ANTHURIUM: FAKTOR KONSUMEN DAN STRATEGI PEMASARAN PT KARTEL DAUN INTERNATIONAL

Abstract

PT Kartel Daun International cultivates, hybridizes, and markets ornamental Anthurium, but its domestic sales remain volatile. This study described the marketing system, identified factors associated with domestic demand, and formulated development strategies. A qualitative case study involved 12 informants from management, operational and sales staff, and domestic consumers. Data from in-depth interviews, observation, and documentation were validated through source and technique triangulation, then analyzed inductively using NVivo and qualitative SWOT. The company applied hybrid marketing through social media, marketplaces, websites, live sales, and greenhouse visits, supported by barcode, SKU, and RFID inventory systems. Domestic demand was associated with consumer knowledge, price perception, purchasing experience, substitute products, purchasing power, and preferences for unique plant characteristics. Collectors evaluated price relative to rarity, leaf form, verified identity, and service quality. The proposed strategies comprise localized sales channels and payment methods, entry-level product segmentation, and value-based communication to broaden the domestic market while preserving premium positioning.