ANALISIS RANTAI PASOK DAN STRATEGI PEMASARAN JAMUR TIRAM DI DESA PAYAKABUNG (STUDI KASUS: KELOMPOK UMKM JAMUR TIRAM)

RAZUHRI, GHERY and Rosana, Elly (2024) ANALISIS RANTAI PASOK DAN STRATEGI PEMASARAN JAMUR TIRAM DI DESA PAYAKABUNG (STUDI KASUS: KELOMPOK UMKM JAMUR TIRAM). Undergraduate thesis, Sriwijaya University.

	Image RAMA_54201_05011282126043_cover.jpg - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (293kB) | Request a copy
	Text RAMA_54201_05011282126043.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (4MB) | Request a copy
	Text RAMA_54201_05011282126043_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (9MB) | Request a copy
	Text RAMA_54201_05011282126043_0027077902_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (3MB)
	Text RAMA_54201_05011282126043_0027077902_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (315kB) | Request a copy
	Text RAMA_54201_05011282126043_0027077902_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (269kB) | Request a copy
	Text RAMA_54201_05011282126043_0027077902_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (461kB) | Request a copy
	Text RAMA_54201_05011282126043_0027077902_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (176kB) | Request a copy
	Text RAMA_54201_05011282126043_0027077902_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (187kB) | Request a copy
	Text RAMA_54201_05011282126043_0027077902_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (311kB) | Request a copy

Abstract

Oyster mushrooms are one of the potential horticultural commodities with promising prospects due to their high economic value. The Kelompok UMKM Jamur Tiram is one of the largest oyster mushroom producers in Indralaya Utara Subdistrict, Ogan Ilir Regency. This study aims to: (1) describe the product flow in the supply chain management of oyster mushrooms at Kelompok UMKM Jamur Tiram in Payakabung Village, (2) analyze the efficiency of the oyster mushroom marketing channels at Kelompok UMKM Jamur Tiram in Payakabung Village, and (3) analyze the marketing strategies of oyster mushrooms at Kelompok UMKM Jamur Tiram in Payakabung Village. The research was conducted in Payakabung Village, Indralaya Utara Subdistrict, Ogan Ilir Regency, from September to October 2024. A case study method was employed, with purposive sampling and snowball sampling techniques used for sampling. Data collection was carried out through interviews using questionnaires and field observations. Data processing involved descriptive analysis, marketing channel efficiency analysis, and SWOT analysis. The results indicate that the implementation of supply chain management for oyster mushrooms at Kelompok UMKM Jamur Tiram is well-categorized from upstream to downstream, with all parties maintaining integrated cooperation. Marketing Channel I has a marketing efficiency rate of 1.7%, while Marketing Channel II has a rate of 7.4%, demonstrating that shorter marketing channels are more efficient. The IFE matrix analysis reveals that the internal condition of Kelompok UMKM Jamur Tiram is strong, with a total score of 3.47, while the EFE matrix yields a total score of 3.41. The SWOT matrix positions Kelompok UMKM Jamur Tiram in Quadrant I, supporting the application of aggressive strategies. In this quadrant, strategies should focus on maximizing strengths and leveraging available opportunities.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	marketing channel efficiency, marketing strategy, oyster mushrooms, SWOT
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:	Ghery Razuhri
Date Deposited:	07 Jan 2025 08:15
Last Modified:	07 Jan 2025 08:15
URI:	http://repository.unsri.ac.id/id/eprint/162512

Actions (login required)

View Item