¹Agribusiness Departement, Politeknik Negeri Jember, Indonesia

²Agriculture Production Departement, Politeknik Negeri Jember, Indonesia

Email: muksin@polije.ac.id

Banyuwangi is one the producers of organic Pitaya or dragon fruit with good quality. The quality assurance of organic dragon fruit has been certified by an independent institution. The availability of quality has increased the confidence of the domestic market in the product. The steady demand has prompted many farmers to try to farm it. The development of the farming business has caused dynamics in the social dimension that affect the sustainability of organic dragon fruit agribusiness. The study aims to assess the level of sustainability and important and sensitive social elements in the development of organic dragon fruit agribusiness.  The research method uses the intellectual judgment assessment of experts to evaluate the elements, and then further analyze through Multi-Dimensional Scaling (MDS) so that the level of sustainability of organic dragon fruit agribusiness is obtained on the social dimension. The results of the analysis show that the organic dragon fruit business is quite sustainable. The important factor of leverage on the social dimension is the occurrence of conflicts at the village community level.