Coastal land is one of the marginal lands that has the potential to be used as agricultural land. The purpose of this research is to determine the internal conditions which are strengths and weaknesses in chili and shallot farming activities of the coastal land in Sanden subdistrict, knowing the external conditions that are opportunities and threats of chili and shallot farming activities of the coastal land in Sanden Subdistrict, so that they can formulate the development strategy of chili and shallot coastal land based on the results of the SWOT analysis. The basic method used in this study is qualitative methods. The sample is determined by using purposive sampling. Respondents were taken in zone I (100-300 m) and zone II (400-1,000) are 60 people. The results showed that the internal conditions that become the strengths is age of farmers, farmer perceptions, education, farming experience, seeds, weeding, maintenance (HPT control), and harvesting. The weaknesses found in chili and shallot farming activities of the coastal land in Sanden subdistrict are land preparation, maintenance (fertilization), knowledge of conservation, maintenance (watering), postharvest, planting. The external conditions that become opportunities for chili and shallot farming activities in coastal land in Sanden subistrict are counseling as well as mentoring, pricing, research, product promotion, and marketing channels. Whereas the threats in chili and shallot farming activities of the coastal land in Sanden subdistrict are the application of SOP and GAP, sales system, capital assistance, regulations and Saprodi assistance and there are four priority strategies for developing coastal land farming activities in Sanden subdistrict which need to be applied.