Penelitian ini bertujuan untuk: (1) Menganalisis faktor internal dan eksternal yang mempengaruhi kegiatan pemasaran produk beras di pabrik Mamminase. (2) Mengetahui alternatif strategi pemasaran beras di pabrik Mamminase. Data yang digunakan pada penelitian ini menggunakan data primer, yaitu dengan melakukan wawancara langsung kepada informan. Metode penentuan informan menggunakan teknik Snowball Sampling. Metode pengumpulan data pada penelitian ini adalah wawancara dan kuesioner. Metode analisis data menggunakan metode deskriptif kuantitatif yaitu dengan menggunakan analisis SWOT. Hasil analisis SWOT menunjukkan posisi pabrik Mamminase berada di Kuadran I yang artinya mendukung strategi (agresif). Strategi alternatif yang dapat dilakukan untuk pemasaran beras di pabrik Mamminase Desa Tanjung Aru Kecamatan Sebatik Timur Kabupaten Nunukan yaitu (1) Mempertahankan beras produksi pabrik Mamminase yang berkualitas dan mengutamakan mutu dengan melakukan pengawasan terhadap beras tersebut (2) Mempromosikan merek (brand) Burung Enggang produk Mamminase sebagai daya tarik konsumen agar tetap menjadi pelanggan (3) Memanfaatkan dukungan pemerintah berupa subsidi untuk pabrik Mamminase.


Kata Kunci: Strategi Pemasaran, Analisis SWOT, Pabrik Mamminase

The purpose of this study was (1) Examine internal and external elements that affect the Mamminase factory's marketing initiatives for rice products and (2) Understanding different marketing techniques for rice at the Mamminase facility. The primary data used in this study was obtained through direct interviews with informants. The Snowball Sampling technique was used to identify informants. In this study, questionnaires and interviews were the primary data gathering methods. SWOT analysis was a quantitative descriptive technique used in the data analysis approach. The SWOT analysis results suggest that the Mamminase factory was in Quadrant I, which meant it supports strategy (aggressive). Alternative rice marketing strategies that could be implemented at the Mamminase factory in Tanjung Aru Village, East Sebatik District, Nunukan Regency included (1) maintaining quality rice produced by the Mamminase factory and prioritizing quality by monitoring the rice and (2) promoting the Hornbill brand. Mamminase as an incentive for clients to return (3) Taking advantage of government assistance in the form of Mamminase factory subsidies. Keywords: Marketing Strategy, SWOT Analysis, Mamminase Factory