Toboponik is one of the companies engaged in agriculture. The products offered by Toboponik are premium melons. The melons offered by Toboponik have a price that is much higher than the price of general melons. However, Toboponik always manages to sell out all the melons they offer. The objectives of this study are; 1) To identify the melon marketing strategy implemented by Toboponik; 2) To analyse the 4P Melon marketing mix by Toboponik. Data analysis was carried out descriptively Quantitative and the analysis tool used was Importance Performance Analysis (IPA). The results of the analysis show that Toboponik applies the Segmenting, Targeting, and Positioning (STP) strategy to market premium melons. Toboponik positions its products as superior products whose quality far exceeds other similar products and focuses its marketing on mothers of employees or wives of officials who are 35 years old and above, have a minimum education of Strata 1, and have an income above four million Rupiah. From the Importance Performance Analysis (IPA), Toboponik's premium melons have a good impression on its customers. Attributes that have a high level of importance and have high performance include flavour attributes, speed of delivery, ease of payment, service, and sweet guarantee. Some attributes that are considered important but less satisfying are, availability of melons, cleanliness of the place, price suitability, price affordability, discounts, and promotion through Instagram. Attributes that are considered excessive for consumers include shape perfection, colour brightness, weight, melon durability, shipping costs, advertisements via Whatsapp, and packaging.