ANALISIS STRATEGI PEMASARAN SAYURAN HIDROPONIK DI GREEN CORNER HIDROPONIK PALEMBANG

JAUZA, DEFFA CLARISTA and Adriani, Dessy (2022) ANALISIS STRATEGI PEMASARAN SAYURAN HIDROPONIK DI GREEN CORNER HIDROPONIK PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The aims of this research are 1) to identify marketing channels for hydroponic vegetables at Green Corner Hydroponic Palembang 2) Assess the Structure, Conduct, and Performance (SCP) approach in marketing at Green Corner Hydroponic Palembang 3) Analyze development of marketing strategies for hydroponic vegetables at Green Corner Hydroponic Palembang. Data collection was carried out in February 2022. This research method is a case study method. The sampling method used is purposive sampling method. The results of this study indicate that there are three patterns of marketing channels in Green Corner Hydroponic Palembang, namely: producer – final consumer, producer – intermediate consumer, and producer – retailer – final consumer. The market structure formed in the marketing of hydroponic vegetables at Green Corner Hydroponic Palembang leads to an oligopholy market at the producer – retailer level, a monopoly market at the producer – intermediate consumer level, a monopolistic market at the producer – end consumer level, and an oligopholy market at the retailer – end consumer level. . Marketing costs incurred in channel III are Rp1.400.00 /kg. The marketing margin in marketing channel III is Rp11.000.00/kg for pakcoy, Rp12.000.00/kg for lettuce, Rp9.800.00/kg for caisim and Rp13.000.00/kg for kailan. So, the marketing profit in marketing channel III is Rp9.700.00 /kg for pakcoy, Rp10.700.00 /kg for lettuce, Rp8.400.00 /kg for caisim and Rp11.700.00 /kg for kailan. The results of the SWOT analysis show that quadrant I supports an aggressive strategy.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	pemasaran, sayuran hidroponik, saluran pemasaran
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Deffa Clarista Jauza
Date Deposited:	21 Jul 2022 08:05
Last Modified:	21 Jul 2022 08:05
URI:	http://repository.unsri.ac.id/id/eprint/74356

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