Trend produksi dan prospek pengembangan komoditas buah naga di Kabupaten Jember

Jember Regency, especially Kemuning Lor village is one of the area that is expanding dragon fruit. Dragon fruit has become garden plant in Jember Regency. Dragon fruit hasn't been known, cultivated, or expanded in Indonesia yet. The Prospect of dragon fruit in the domestic market is good enough because as the time goes by, the consumers of this fruit are improving. From this research are known : the production trend and expanding prospect of dragon fruit, the efficiency of dragon fruit marketing, marketing strategy of dragon fruit commodity. The primary data was obtained through interviewing with the farmers by using questioner, secondary data was obtained from the related institution. The analysis tools used in this research were (1) Least Square Method, (2) SWOT Analysis, (3) Marketing Efficiency and marketing Margin (4) Marketing Strategy. The research result showed that: (1) Dragon fruit Production is improving, (2) Dragon fruit has good prospective market (3) Marketing channel of dragon fruit is efficient, (4) Marketing strategy of dragon fruit using marketing mix market by keeping the quality of dragon fruit resulted in order to make continous market, expanding market area in the city, cooperate with the government to promote the product, and giving discount to customers who buys large amount of dragon fruits.