INCREASING MELON FARMERS INCOME THROUGH AGRIBUSINESS DEVELOPMENT STRATEGIES

The Kulon Progo Regency is one factor contributing to the growth of agriculture. Melons are among the several horticultural crops grown in the area. Due to the relatively high price of melon relative to other commodities, this commodity has the potential to significantly improve the economic well-being of farmers. The aims of this research are to assess the advantages, disadvantages, possibilities, and hazards associated with developing melon commodities in an attempt to boost farmers' income. Participants were 31 people from the Kulon Progo Regency who farmed melons. Primary data were collected via interviews with melon farmers. Archives, literary works, and internet searches were used to collect secondary data for research purposes. Internal and external factors influencing the strategy for creating a melon agribusiness are analyzed. Internal Factor Evaluation (IFE) analysis, External Factor Evaluation (EFE) analysis, Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis, and Quantitative Strategic Planning Matrix (QSPM) analysis are used as data analysis techniques