EKSPLORASI POTENSI PASAR BIBIT SENGON DI ERA DIGITAL DESA CONDONG

Abstract

Thisresearch explores the market potential of sengon seedlings in Condong Village, East Java, with a focus on Generation Z's interest. Using a descriptivequalitative approach and thematic analysis of 10 respondents' interviews and participatory observations, this research reveals Generation Z's low interestin sengon cultivation, mainly due to a lack of information, difficulty in accessing markets, and a lack of government support. Respondents also perceivedsengon cultivation as a time-consuming business with minimal incentives. The research recommends an integrated digital marketing strategy that utilizesshort video content on TikTok, Instagram, and YouTube Shorts platforms to increase brand awareness, offer comprehensive information, and address thebarriers identified. The research highlights the importance of the government's role in providing access to quality seedlings, training, capital, and marketaccess to encourage Generation Z's participation in sengon cultivation development.