Hortikultura merupakan salah satu subsektor pertanian yang memiliki potensi besar dan didorong untuk meningkatkan kesejahteraan petani, perekonomian daerah, ekonomi nasional, serta devisa negara melalui ekspor. Kota Tarakan mampu membudidayakan tanaman hortikultura. Tanaman hortikultura yang ditanam oleh petani di Kota Tarakan cukup untuk memenuhi kebutuhan pangan. Kendala utama adalah semakin sempitnya lahan pertanian akibat pertambahan jumlah penduduk. Alih fungsi lahan menjadi pemukiman, sarana bermain, tempat ibadah, dan fasilitas lainnya telah mengurangi luas lahan pertanian yang tersedia.Penelitian ini bertujuan menanganalisis strategi bauran pemasaran di unit bisnis Hydro Farm Fakultas Pertanian Universitas Borneo Tarakan. Metode penelitian menggunakan analisis deskriptif dengan informan kunci (key informan) pengelola unit bisnis Hydro Farm. Indikator penelitian yang digunakan adalah komponen harga, produk, tempat dan promosi. Hasil penelitian menunjukkan produk yang dihasilkan adalah komoditi pakcoy, selada, kangkung dan sawi. Harga jual sama untuk seluruh jenis sayuran yaitu Rp. 10.000, -. Teknik promosi menggunakan media online seperti instragram, tiktok dan whatsapp.

Kata Kunci : Sayuran, Organik, Bisnis, Bauran , Pemasaran.

Horticulture is one of the agricultural sub-sectors with significant potential to improve farmers' welfare, regional and national economy, and contribute to foreign exchange through exports. The city of Tarakan is capable of cultivating horticultural crops, and local farmers are able to meet the food demand through their horticultural produce. However, the biggest challenge lies in the increasingly limited agricultural land due to population growth. Land conversion for housing, recreational areas, places of worship, and other facilities has significantly reduced the availability of farmland. This study aims to analyze the marketing mix strategy employed by the Hydro Farm business unit at the Faculty of Agriculture, Borneo University Tarakan. A descriptive analysis method was used, with key informants being the managers of the Hydro Farm unit. The research focused on four main marketing components: product, price, place, and promotion. The results indicate that the main products cultivated are pakcoy, lettuce, water spinach (kangkung), and mustard greens (sawi), all the vegetables sold at the same price of IDR 10,000. Promotional strategies rely on online platforms such as Instagram, TikTok, and WhatsApp to reach customers effectively. Keywords: Vegetables, Organic, Business, Marketing Mix,