Marketing Optimization Strategy for Trigona Honey Bees in Rajabasa Sub-district South Lampung Regency, Indonesia

South Lampung is one of the provinces of Lampung’s biggest producers of honey. Since most honey growing sites are close to woodlands, Trigona honey bees can be housed here. Beekeeping has numerous challenges, one of which is marketing trigona honey. The research site was selected in South Lampung Regency due to its status as the largest trigona honey center in Lampung Province, which includes Rajabasa Sub District. This study aims to determine the honey marketing channels and strategies in the Rajabasa sub-district by considering both internal and external factors. For this study, 50 respondents were questioned, and the data were analyzed using SWOT analysis. Two analyses are conducted: one focuses on internal strategic elements like strengths and weaknesses, while the other examines external strategy elements like opportunities and threats. Two external factors have a difference of 1.123, and two internal factors have a difference of 0.922. There are four additional methods that link internal and external components. For each choice, breeders can use one of three strategies to establish a marketing channel for Trigona Trigona honey. Trigona Honey’s level of marketing efficiency is limited to the Producer-Consumer pattern. Therefore, marketing channels need to be created in order to increase honey distribution and improve product quality.