IMPLEMENTASI BAURAN PEMASARAN YANG DILAKUKAN HIDROPONIK CENTER DALAM MEMASARKAN SAYURAN HIDROPONIK DI PALEMBANG

DWIPALINGGA, VIRA and Riswani, Riswani (2021) IMPLEMENTASI BAURAN PEMASARAN YANG DILAKUKAN HIDROPONIK CENTER DALAM MEMASARKAN SAYURAN HIDROPONIK DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Hydroponic Center Palembang is one of the hydroponic vegetable producers located in the city of Palembang and has bright prospects in its business units such as production, marketing and equipment related to hydroponics. In order for the business process to run well, it is necessary to conduct an assessment of the application of the marketing mix strategy as a synthesis of the visible and invisible product quality by optimally controlling a marketing activity. The purposes of this research are to: (1) describe and to examine the application of the marketing mix implemented by the Palembang Hydroponic Center, (2) describe the problems that occur in the marketing mix and the solutions implemented in overcoming the problems at the Palembang Hydroponic Center, and (3) formulate strategies development of hydroponic vegetable marketing by managing internal and external factors owned by the Palembang Hydroponic Center. This research was conducted at the Hydroponic Center Palembang, located at Jalan Manunggal, 30 Ilir, Ilir Barat II District, Palembang City, South Sumatra 30121. The method used in this study was a survey method. The sampling method used is Convenience Sampling or Accidental Sampling where the number of samples is 30 samples. The data used is data from January 2020 to December 2020. The results of this study indicate that the 7P marketing mix strategy implemented by the Palembang Hydroponics Center is in the good category with an average score of 81.33. IFE matrix at the Hydroponic Center Palembang has a score of 3.27. Meanwhile, EFE Matrix at the Palembang Hydroponic Center has a score of 3.52 which shows the Palembang Hydroponic Center above the average of 2.5. This illustrates that the Palembang Hydroponic Center is a strong business business internally and is able to take advantage of opportunities that exist externally. The internal factor that is a strength at the Palembang Hydroponic Center is vegetables that are produced fresh and free of pesticides with a score of 0.43. Meanwhile, the internal factor that becomes a weakness in the Palembang Hydroponic Center is financial management with a score of 0.32. Financial management is a weakness of the Palembang Hydroponics Center in developing its business. A good alternative strategy to be applied in marketing hydroponic vegetables at the Hydroponic Center Palembang is to develop hydroponic vegetables, change people's mindsets about healthy lifestyles, and increase the quantity and types of vegetables.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	analisis SWOT, kendala, sayuran hidroponik, strategi bauran pemasaran
Subjects:	S Agriculture > SB Plant culture > SB126.5-126.57 Hydroponics. Soilless agriculture
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Vira Dwipalingga
Date Deposited:	04 Aug 2021 06:18
Last Modified:	04 Aug 2021 06:18
URI:	http://repository.unsri.ac.id/id/eprint/51545

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