Strategies for Developing Hydroponic Lettuce (Lactuca sativa L.) Agribusiness in Samarinda City, Indonesia

This research aims to determine the internal and external factors that can influence hydroponic lettuce agribusiness and to find strategies for developing hydroponic lettuce agribusiness in Samarinda City. This research was carried out in several hydroponic lettuce agribusiness locations in Samarinda City from December 2023 to February 2024. The data collection method was carried out by observation, direct interviews with respondents, and a literature study. The sampling method in this research was carried out by purposive sampling, namely, as many as 10 market-oriented business actors. Data analysis uses the SWOT analysis method and internal and external environmental analysis (IFAS and EFAS). Based on the SWOT analysis, it shows that the matrix calculation results are located in quadrant I, namely the S-O strategy or supporting aggressive strategies, namely business actors can explore various potentials, maintain vegetable quality, optimize cultivation experience, create loyalty programs, and complete facilities.