ANALISIS SISTEM AGRIBISNIS DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN HIDROPONIK DI NASHIR FARM HIDROPONIK PALEMBANG

ALFIONA, ADIS TRI and Sari, Dwi Wulan (2022) ANALISIS SISTEM AGRIBISNIS DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SAYURAN HIDROPONIK DI NASHIR FARM HIDROPONIK PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The agribusiness system is a stage of activity starting from input preparation, planting, harvesting, post-harvesting, to marketing. This aspect must be carried out as a whole so that the business can run according to the business target. One of the important stages in agribusiness is marketing. Marketing Mix is one part of marketing system that has several aspects, one of which is understanding consumer decisions. Nashir Farm Hydroponics is an example of a business that applies the concept of agribusiness in running its farming business. Based on this, the objectives of this study were: (1) to describe the agribusiness system of hydroponic vegetable business at Nashir Farm Hydroponics Palembang; (2) to describe the marketing mix of the hydroponic vegetable business at Nashir Farm Hydroponics Palembang and (3) to analyze whether the marketing mix has a significant effect on the purchasing decision of hydroponic vegetables at Nashir Farm Hydroponics Palembang. The research method used in this study is the survey method by conducting a questionnaire-guided question and answer. The sampling method is accidental sampling. The data collected is in the form of primary data and secondary data. The data processing methods used are descriptive analysis for explaining agribusiness systems, consumer characteristics, marketing mix and some logistic regression analysis. The agribusiness system includes 4 sub-systems. The first sub-system of production facilities is the stage of preparation of tools and materials needed in the production process. Second, the sub-system of farming in the form of preparation of vegetable seeds to harvesting. Third, the sub-system processing including sorting, washing and packaging activities. Fourth, the marketing system is the process of distributing products directly from producers to consumers. Based on the results of the study, it shows that the price variable (X2) and promotion variable (X3) have a significant effect on the purchase decision of hydroponic vegetables at Nashir Farm Hydroponics Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Pemasaran, Sayuran Hidroponik, Sistem Agribisnis
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General)
Divisions:	05-Faculty of Agriculture > 54201-Agribusiness (S1)
Depositing User:	Adis Tri Alfiona
Date Deposited:	30 Jan 2023 05:17
Last Modified:	30 Jan 2023 05:17
URI:	http://repository.unsri.ac.id/id/eprint/88250

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