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This study aims to analyze the 4P marketing mix (Product, Price, Place, Promotion) in hydroponic lettuce marketing at SMA Negeri 1 Karangnunggal. The method used is descriptive qualitative with case studies through observation and interviews. The results of the study indicate that the 4P marketing mix emphasizes products that have good quality such as good lettuce color and shape, the use of good seeds to produce good products. The price of the product has an affordable price which is relatively cheap for premium quality and offers discounts for large purchases. In easily accessible marketing places such as buyers can visit the place of sale directly or orders can be delivered to buyers directly. As well as the promotion methods carried out offline and online through social media.

This research explains the feasibility level of hydroponic lettuce farming in Kelorarum Village, Tikung District, Lamongan Regency. This business is engaged in the production of hydroponic lettuce. This research used a descriptive analysis method which used 6 informants from hydroponic lettuce farming owners as research subjects. Data collected through interviews aims to analyze fixed costs, total costs, variable costs, demand and profits.The feasibility of the business carried out is by using R/C Ratio (Revenue Cost Ratio), B/C Ratio (Benefit Cost Ratio), BEP (Break Even Point) calculations in order to find out whether the business is feasible or not. The results of this research can provide education for business actors regarding the continuation of hydroponic lettuce farming in Kelorarum Village, Tikung District, Lamongan Regency.