STRATEGI PEMASARAN BUAH SELAMA MASA PANDEMI DI KOTA PALEMBANG

SIHOMBING, TRY CORDELIA ANGGITA and Yunita, Yunita and Arbi, Muhammad (2021) STRATEGI PEMASARAN BUAH SELAMA MASA PANDEMI DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

According to the Indonesian Ministry of Health, in recent months the spread of the corona virus is very fast, even across countries. People are encouraged to maintain immunity, one way is to keep eating fruit. Related to the decline in people's income which affects the consumption of every household need. Fruit shops have strengths, weaknesses, opportunities and even threats in marketing their fruit during the covid-19 pandemic. In formulating the company's strategy, various factors are systematically identified. Identification can be done by using a SWOT analysis. The purpose of this study is (1) to find out the factors that influence consumer demand in purchasing fresh fruit during the covid-19 pandemic in the city of Palembang (2) to analyze fruit marketing strategies before the Covid-19 pandemic. and during the Covid-19 pandemic. Data collection activities were carried out in June 2021 in Palembang City. The research method used in this study is a survey method using questionnaires as a medium for distributing questionnaires. The method used in sampling in this study is accidental sampling andmethods are purposive sampling. Data collectionprimary and secondary data. Factors that affect consumer demand as seen from the purchase of fruit during the Covid-19 pandemic are age, family income, and work. There were significant changes to fruit purchases in the pre-pandemic and during the Covid-19 pandemic. There are differences in fruit marketing strategies before and during the Covid-19 pandemic, which lies in the selling price of fruit, types of fruit, and fruit quality. The strategy that must be prioritized during a pandemic on internal strength factors is to improve the facilities and conditions of the store and pay attention to the quality of the fruit and anticipate the possibility of price fluctuations.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	demand, strategy, marketing.
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:	Try Cordelia Anggita Sihombing
Date Deposited:	30 Sep 2021 01:30
Last Modified:	30 Sep 2021 01:30
URI:	http://repository.unsri.ac.id/id/eprint/55275

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