The purpose of this study is to describe hydroponic vegetable products and analyze the marketing communication strategies of hydroponic vegetables using the marketing mix method. The result of this research showed that hydroponic technology was a method of farming using water media without soil media. This is done because the function of the soil as a supporter of plant roots and an intermediate nutrient solution can be replaced by streamlining or adding nutrients, water and oxygen through the media. With this technology, eating becomes a problem for producers to create marketing communications to attract consumers’ attention to this hydroponic vegetable product. It can be effective if marketing objectives can be achieved or beneficial to consumers, especially conventional farmers in the application of the function of hydroponic technology.

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