ANALISIS STRATEGI PEMASARAN SECARA ONLINE DAN OFFLINE DALAM MENINGKATKAN DAYA TARIK KONSUMEN DI HIDROPONIK CENTER PALEMBANG SUMATERA SELATAN

GURITNO, DIMAS EKO and Mulyana, Andy (2024) ANALISIS STRATEGI PEMASARAN SECARA ONLINE DAN OFFLINE DALAM MENINGKATKAN DAYA TARIK KONSUMEN DI HIDROPONIK CENTER PALEMBANG SUMATERA SELATAN. Undergraduate thesis, Sriwijaya University.

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Abstract

The tight competition in the agribusiness sector makes the hydroponic business must be able to implement the right strategy in winning the competition and increasing consumer attractiveness. This research aims to (1) Describe the hydroponic vegetable marketing strategy that has been implemented online and offline at the Hydroponic Center Palembang. (2) Compare the revenue based on both marketing strategies. (3) Analyze internal and external factors that affect hydroponic vegetable marketing, (4) Develop recommendations for optimal marketing strategies. This research was conducted at the Hydroponic Center Palembang in July 2023. The research method used a case study method and direct interviews with business owners. The data used are primary and secondary data. The results of this study are (1) Online marketing strategies involve social media with a focus on informative content, while offline includes local casts, brochures, and direct promotion. (2) Evaluation of online and offline marketing strategies is constrained by revenue comparison due to the lack of online revenue records. Improved financial management is needed to develop online revenue records, ensuring proper evaluation of strategy effectiveness. (3) Analysis of internal and external factors identified strengths, weaknesses, opportunities, and threats affecting the Palembang Hydroponic Center. (4) Strategy recommendations involve improving financial management, developing online revenue records, and improving internal weaknesses. With this approach, Hidroponic Center Palembang can create a comprehensive marketing strategy that combines online and offline, increasing traction in the market and strengthening presence in the hydroponic industry in Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	analisis faktor internal dan eksternal, pendapatan online dan offline, strategi pemasaran
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Dimas Eko Guritno
Date Deposited:	03 Apr 2024 01:28
Last Modified:	17 Apr 2024 02:14
URI:	http://repository.unsri.ac.id/id/eprint/143069

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