Persaingan bisnis yang semakin ketat menuntut pelaku usaha memiliki strategi pemasaran yang tepat serta harga jual yang kompetitif. Sirup limau kuit melon produksi "Bu Mun" Borneo Banjarbaru merupakan produk olahan berbasis potensi lokal Kalimantan Selatan yang memiliki peluang pasar, namun belum memiliki target pasar yang jelas, strategi pemasaran yang terarah, maupun harga jual yang kometitif. Penelitian ini bertujuan untuk mengetahui target pasar, mengidentifikasi faktor internal dan eksternal, menentukan strategi pemasaran, serta menghitung harga pokok produksi (HPP) dan harga jual produk. Penelitian menggunakan metode desain keteknikan meliputi tahap eksplorasi, pendefinisian masalah, ideasi, dan validasi, dengan data primer dan data sekunder. Analisis data menggunakan STP, TAM, SAM, SOM, Matriks IFE-EFE-IE-SWOT-QSPM, HPP dengan metode full costing, dan harga jual dengan metode cost-plus pricing. Hasil menunjukkan target pasar adalah konsumen perempuan usia 20–29 tahun berpendapatan Rp1.000.000–Rp4.999.999 di Banjarbaru, Kab. Banjar, dan Banjarmasin. Skor IFE 3,032 dan EFE 3,056 menempatkan usaha pada Kuadran I (Grow and Build), dengan strategi prioritas berupa penetrasi pasar, pengembangan pasar, dan pengembangan produk. HPP dihitung sebesar Rp20.000 per botol (500 ml), dengan harga jual Rp30.000 per botol (markup 50%). Hasil penelitian ini diharapkan dapat meningkatkan daya saing dan keuntungan UMKM Bu Mun Borneo secara berkelanjutan.

Kata kunci: Strategi pemasaran, STP, SWOT, QSPM, harga pokok produksi, harga jual, sirup limau kuit melon.

Increasingly fierce business competition requires entrepreneurs to implement appropriate marketing strategies and competitive selling prices. The "Bu Mun" Borneo Banjarbaru lime melon syrup is a processed product based on local South Kalimantan resources with significant market potential; however, it currently lacks a clearly defined target market, a focused marketing strategy, and a systematically calculated selling price. This study aims to identify the target market, assess internal and external factors, determine appropriate marketing strategies, and calculate the Cost of Goods Sold (COGS) and selling price of the product. The research employed an engineering design method comprising exploration, problem definition, ideation, and validation phases, using primary data from 100 respondents (purposive sampling, Slovin's formula) and secondary data from a literature review. Data analysis employed STP analysis, IFE-EFE-IE-SWOT-QSPM matrices, COGS calculation using the full costing method, and selling price determination using the cost-plus pricing method. The results show that the target market consists of female consumers aged 20–29 with monthly incomes of IDR 1,000,000–4,999,999, located in Banjarbaru, Banjar Regency, and Banjarmasin. IFE and EFE scores of 3.032 and 3.056, respectively, placed the business in Quadrant I (Grow and Build), with recommended priority strategies of market penetration, market development, and product development. The COGS was calculated at IDR 19,919.18 per bottle (500 ml), with a selling price of IDR 30,000 per bottle (50% markup). The results of this study are expected to enhance the competitiveness and sustainable profitability of the "Bu Mun" Borneo MSME.

Keywords: Marketing strategy, STP, SWOT, QSPM, cost of goods sold, selling price, lime melon syrup.