RJOAS, 10(106), October 2020 159 DOI https://doi.org/10.18551/rjoas.2020-10.17 ANALYSIS OF FACTORS AFFECTING THE CRYSTAL GUAVA PRODUCTION STRATEGY Hasanah Mashlihatul Master‟s Program of Agribusiness Department, University of Sebelas Maret, Central Java, Indonesia Harisudin Mohamad, Fajarningsih Rhina Uchyani Faculty of Agribusiness, University of Sebelas Maret, Central Java, Indonesia *E-mail: mashlihatulhasanah@gmail.com ABSTRACT The cultivation technology applied in cultivating crystal guava is still lacking, while the demand for crystal guava continues to increase yet the production has not been able to meet the demand of the consumers. This is the main problem faced by crystal guava farmers. This research focused to farmers in Cikarawang Village, located in Dramaga District, Bogor Regency, is one of the areas for developing crystal guava farming in Indonesia. The purpose of this study was to analyze the factors that influenced the guava crystal production strategy. For data collection in the field, the researcher used in-depth interviews with several key informants. Data were analyzed using Internal Factor Evaluation (IFE), External Factor Evaluation (EFE), and Grand Strategy Matrix. The results of IFE and EFE analysis showed weighted values of 2.97 and 2.88, which means that crystal guava farming had greater strengths than weaknesses and it had greater opportunities than threats. The results of the Grand Strategy Matrix analysis showed that the value of the X axis = 0.99 and the Y axis = 0.63 and the coordinate position is in quadrant I (one), which means the perfect position for the company. KEY WORDS EFE, IFE, crystal guava, Grand Strategy Matrix. The increasing number of deaths caused by unhealthy lifestyles results in a high level of public awareness of the importance of changing their lifestyle to be the healthier one. A healthy lifestyle can be started by consuming healthy foods. Meeting nutritional needs in a balanced manner is one of the focuses healthy lifestyle adherents. Many people today understand that the food consumed is not only in the form of heavy food, it must also be balanced with adequate intake of vitamins. Adequate vitamins are obtained from fruits and vegetables. Indonesia has a variety of fruits at affordable prices that have been well- recognized by its people, such as bananas, guava, apples, papaya, and so on. These typical Indonesian fruits contain high nutrition for health. The position of typical Indonesian fruits is also able to substitute other imported fruits. Apart from the more affordable price, the availability of typical Indonesian fruit is also quite abundant and easy to obtain. One example of a typical Indonesian fruit which is able to substitute imported fruits is the guava which is known to substitute pears. Crystal guava (Psidium guajava) is an annual fruit plant that is rich in vitamins, minerals as well as other nutrients. It can be consumed directly as fresh fruit without having to be processed first. Crystal guava contains high antioxidants such as phenol and ascorbic acid compounds. Crystal guava was introduced in Indonesia by researchers from Taiwan through the Taiwan Technical Mission in 1998 under the International Cooperation and Development Fund (Taiwan - ICDF) program as a form of Indonesian diplomacy with Taiwan. The inaugural development was carried out in Mojokerto with a positive market response. After finding out that the crystal guava plant had good potential, the Taiwanese government then collaborated with the Bogor Agricultural Institute to create an experimental project on what has now currently become the ICDF Taiwan fruit and