Marketing Strategy of Lombok’s Kangkung in West Lombok Regency : A Systematic Literature Review

Abstract

Kangkung lombok is one of the leading horticultural commodities in West Lombok Regency with considerable economic potential. However, its marketing system still faces various challenges, including limited market access, price fluctuations, and weak bargaining power of farmers. This study aims to systematically examine the marketing strategies of kangkung lombok in West Lombok Regency using a Systematic Literature Review (SLR) approach. The SLR method was conducted by selecting and analyzing relevant scientific literature, including national journals, community service journals, and academic theses that discuss marketing strategies, marketing efficiency, distribution channels, and supporting and constraining factors in kangkung marketing. The results indicate that kangkung lombok marketing is generally dominated by relatively short marketing channels, either through direct marketing or limited intermediary involvement, which tend to provide higher marketing efficiency and farmer share. Recommended marketing strategies include improving product quality, market development, utilization of social media, and support from agricultural information systems. Major constraints faced by farmers include limited capital, restricted access to market information, and technical production challenges. Therefore, policy support and strengthening of farmer institutions are essential to enhance the sustainability and competitiveness of kangkung lombok marketing