Analysis of External Factors Affecting the Rumah Anggur Ardo Nursery Business Using PESTEL and Porter's Five Forces
External Factors Affecting the Rumah Anggur Ardo Nursery Business Using PESTEL and Porter's Five Forces
DOI:
https://doi.org/10.36982/jeg.v10i3.6035Abstract
Objectives: This study aims to analyze the external factors affecting the sustainability of the Rumah Anggur
Ardo nursery business in Medan, Indonesia, using the PESTEL framework and Porter's Five Forces. The
study highlights how political, economic, social, technological, environmental, and legal conditions, as well
as the competitive dynamics of the industry, shape opportunities and challenges for small agribusinesses
based on urban farming.
Methods: The study used descriptive qualitative methods through in-depth interviews with business
owners and literature review. Data were collected using a structured questionnaire that identified political
support, market behavior, technological adaptation, environmental risks, and legal status, along with an
industry competition analysis.
Findings: Results show that Rumah Anggur Ardo operates in a relatively favorable competitive
environment with low rivalry and minimal threat of substitution. The main opportunity comes from the
trend of urban farming as a hobby, while the biggest challenges are high rainfall that damages seedlings
and the absence of material support from the government. Consumers prioritize seedling quality and post-
sales consultation services over price, making service differentiation a key competitive advantage.
Originality/Value: Unlike previous studies that emphasized profit-oriented agribusiness and internal
factors, this study presents a new perspective by analyzing hobby-based nursery businesses through an
external environmental approach.
Practical/Policy Implications: The research findings emphasize the importance of government
facilitation, development of local breeding farms, and investment in greenhouse facilities. For practitioners,
strengthening community engagement and utilizing digital platforms are key strategies to maintain
competitiveness.
Keywords: External, PESTEL, Porter, Agribusiness
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Copyright (c) 2025 tresia manalu, Nadya Stefania Hutauruk, Sri Rahayu Sinaga, Riza Indriani
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