The background of the author doing this research is based on the problems that are often found in fruit agricultural products which generally do not last long and have properties that are easily damaged if stored in fresh form, one of which is bananas. Bananas are the most consumed fruit by households. To extend the shelf life of bananas so as to add economic value, bananas can be processed into snack products, namely banana chips. Banana chips are one of the processed bananas that are thinly sliced and then fried. This research was conducted at CV. Sahabat Pangan Klayatan, Bandungrejosari Village, Sukun District, Malang City as one of the home industries that produces banana chips. This study aims to determine the strengths, weaknesses, opportunities, threats and choose one of four strategies, namely thestrategy Aggressive SO (Strengths, Opportunities), ST Diversification strategy (Strengths, Threats), WO Turnaround strategy (Weaknesses, Opportunities), and Defensive strategies. WT (Weaknesses, Threats) to formulate marketing strategies on CV. Sahabat Pangan through SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). The research method uses descriptive data collection techniques through observation, interviews, literature studies and the internet. The data analysis technique used is a qualitative descriptive analysis technique. The results of the calculation of the score on the SWOT analysis diagram are known to be the position of IFAS X (Strengths- Weaknesses) and EFAS Y (Opportunities-Threats), then it is known that the X coordinate point of 0.55 is the IFAS coordinate point and the Y coordinate point of -0.47 is the EFAS coordinate point. Then it is known that the alternative strategy used is thestrategy diversification ST (Strengths, Threats) by utilizing strengths to minimize existing threats. then there is the addition of strategic priorities, namely thestrategy diversification concentric. Thestrategy diversification concentricaims to prioritize what are the main strengths and threats of CV. Sahabat Pangan

Ornamental plants are horticultural plants that have the potential to be developed in Indonesia, namely Chrysanthemum Cut Flowers. Horticultural crops are divided into two namely edible plants and non-edible plants. This study aims to analyze the effect of color quality, shape quality, location, means of place of purchase and consumer income influencing the decision to purchase cut flowers in Bulukerto Village, Bumiaji District, Batu City. This research was conducted in Bulukerto Village, Bumiaji District, Batu City. The determination of the sample in this study was accidental sampling, the population in this study was 30 people. Data was collected using a questionnaire given to consumers who bought chrysanthemum cut flowers directly. The analytical tool used is multiple linear regression analysis using determination test, F test (simultaneous), t test (partial). The results showed that what influenced the purchasing decision of chrysanthemum cut flowers, namely color quality (X1), shape quality (X2), location (X3), means of place of purchase (X4) and consumer income (X5) simultaneously significantly affected the dependent variable (Y). Variables that partially have a significant effect are location, means of place of purchase, and consumer income. While the color quality and shape quality variables have no significant effect on the number of purchases.