ANALISIS STRATEGI PEMASARAN SAYURAN HIDROPONIK DI KAMPUNG SAYUR CEMPAKO 26 ILIR KOTA PALEMBANG

LESTARI, ECHA DWI and Wildayana, Elisa (2020) ANALISIS STRATEGI PEMASARAN SAYURAN HIDROPONIK DI KAMPUNG SAYUR CEMPAKO 26 ILIR KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The aims of the research was: 1) to identify marketing channels for hydroponic vegetables at the Cempako Vegetable Village. 2) to identify the 7P marketing mix for hydroponic vegetables in the Cempako Vegetable Village. 3) to analyze the marketing strategy for hydroponic vegetables at Cempako Vegetable Village. Data collection was carried out in October 2023. The research method was a case study method. The sampling method used was the purposive sampling method, which consisted of business owner, marketing institution, and consumers. Data collection methods are in the form of primary data and secondary data. Data processed method used SWOT analysis (Strength, Opportunity, Weakness, Threat). The results of this study were: 1) There are two marketing channel patterns at Cempako Vegetable Village, namely: producer – final consumer with a market share of 17%, and producer – retailer – final consumer with a market share 83%. 2) The 7P (Product, Price, Place, Promotion, People, Process, dan Physical Evidence) marketing mix implemented by Cempako Vegetable Village went well and was quite effective. 3) The results ot the SWOT analysis show that the marketing strategy for hydroponic vegetables at Cempako Vegetable Village is in quadrant I supports an aggressive strategy. The results of the SWOT matrix based on quadrant I show that the Cempako Vegetable Village should implement an alternative SO strategy by developing a hydroponic vegetables business, maintain existing potential markets, increase the quantity of hydroponic vegetables and create programs for loyal customers such as membership and special discounts.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	pemasaran, sayuran hidroponik, strategi pemasaran
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Echa Dwi Lestari
Date Deposited:	28 Nov 2023 08:16
Last Modified:	28 Nov 2023 08:16
URI:	http://repository.unsri.ac.id/id/eprint/131334

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