ANALISIS STRATEGI PEMASARAN DAN PENDAPATAN USAHA TANAMAN HIAS CV LEMBAH HIJAU DI KOTA PALEMBANG

DRANI, NYIKEN AYU SUKEN and Wildayana, Elisa and Arby, Muhammad (2023) ANALISIS STRATEGI PEMASARAN DAN PENDAPATAN USAHA TANAMAN HIAS CV LEMBAH HIJAU DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The ornamental plant business is currently growing very rapidly, ornamental plants not only play a role in the development of the agricultural sector, but also play a role in the development of the agro-tourism sector. Ornamental plants have benefits as a source of income for ornamental plant farmers, as well as expanding employment. CV Lembah Hijau Palembang City is a company engaged in the production, marketing, and fulfillment of ornamental plant needs in Palembang City. In order for the business process to run well, an appropriate marketing strategy is needed to get maximum results and income so that the business is profitable. The objectives of this study are: (1) How to cultivate ornamental plants in CV Lembah Hijau Palembang City, (2) How much income does the ornamental plant business actor receive in CV Lembah Hijau Palembang City and (3) What is the marketing strategy carried out by ornamental plant business actors in CV Lembah Hijau Palembang City. This research was conducted at CV Lembah Hijau Palembang City from February 2021 to March 2021. The method used in this research is a case study method. The sampling method used was accidental sampling where the number of samples taken was 36 samples, which were divided into 2 business owners, 4 workers, and 30 consumers who coincidentally met with researchers at CV Lembah Hijau Palembang City. The collection of consumer samples totaling 30 people started on March 1, 2021 until March 30, 2021. The data collection methods were carried out through in-depth interviews, field observations, and filling out questionnaires. The data collected are primary data and secondary data. The business production data used is data from January 2020 to December 2020. The data processing methods used are: (1) Descriptive processing method to explain how the process of cultivating or producing ornamental plants in CV Lembah Hijau Palembang City, (2) Business analysis to analyze the business income of ornamental plants CV Lembah Hijau Palembang City, (3) SWOT analysis to provide a better alternative marketing strategy to use. The process of cultivating ornamental plants, namely: preparing planting media, preparing plant seeds, planting, plant care includes: watering, weed control, fertilization, pruning, pest and disease control & changing planting media. The results showed that the ornamental plant business income of CV Lembah Hijau is Rp346.766.500 per year with a profit or R/C ratio of 3,2 which means that the ornamental plant business of CV Lemah Hijau Palembang is profitable because the R/C value > 1. The results of the analysis on the SWOT matrix obtained coordinates (X 0.26 ; Y -0.31) which coordinates are included in quadrant 2, that is this position indicates the company faces various threats but has internal strength.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	strategi pemasaran, pendapatan, tanaman hias, analisis SWOT.
Subjects:	S Agriculture > S Agriculture (General) > S1-(972) Agriculture (General) 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:	Nyiken Ayu Suken Drani
Date Deposited:	29 Mar 2023 07:31
Last Modified:	29 Mar 2023 07:31
URI:	http://repository.unsri.ac.id/id/eprint/91850

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