ANALISIS STRATEGI PEMASARAN MELON INTHANON (STUDI KASUS PADA GREENHOUSE AGRO MELON DI DESA TANJUNG AGUNG KECAMATAN BANYUASIN III KABUPATEN BANYUASIN)

VELANI, GREVITA HEFIANANDA and Maryadi, Maryadi (2025) ANALISIS STRATEGI PEMASARAN MELON INTHANON (STUDI KASUS PADA GREENHOUSE AGRO MELON DI DESA TANJUNG AGUNG KECAMATAN BANYUASIN III KABUPATEN BANYUASIN). Undergraduate thesis, Sriwijaya University.

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Abstract

The availability of modern greenhouse access can increase the productivity and quality of melon fruit. Meanwhile, effective marketing strategies help expand the market. The objectives of this study were (1) to identify marketing channels for Inthanon melons, (2) to identify the 7P marketing mix (Product, Place, Price, Promotion, People, Process, Physical evidence), and (3) to formulate effective marketing strategies to increase the competitiveness of Inthanon melons. This research was conducted in Tanjung Agung Village, Banyuasin III District, Banyuasin Regency, South Sumatra Province in January-February 2025. The research method used was the case study method. The data used were primary data and secondary data. The results of this study were (1) There are two marketing channels used in the distribution of Intanon melons. Marketing channel I involves a direct relationship between producers and consumers. Meanwhile, marketing channel Il through collectors as intermediaries between producers and consumers, (2) The 7P marketing mix is running effectively, (3) Alternative strategy is the Strengths-opportunities (SO) strategy, focusing on utilizing internal strengths to achieve maximum market opportunities.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	greenhouse, melon inthanon, strategi pemasaran
Subjects:	S Agriculture > S Agriculture (General) > S560-571.5 Farm economics. Farm management. Agricultural mathematics. Including production standards, record keeping, farmwork rates, marketing
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Grevita Hefiananda Velani
Date Deposited:	03 Jul 2025 08:07
Last Modified:	03 Jul 2025 08:07
URI:	http://repository.unsri.ac.id/id/eprint/176694

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