Skripsi

ANALISIS STRATEGI PEMASARAN SAYURAN HIDROPONIK DI KAMPUNG SAYUR CEMPAKO 26 ILIR KOTA PALEMBANG

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Penilaian

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The aims of the research was: 1) to identify marketing channels for hydroponic vegetables at the Cempako Vegetable Village. 2) to identify the 7P marketing mix for hydroponic vegetables in the Cempako Vegetable Village. 3) to analyze the marketing strategy for hydroponic vegetables at Cempako Vegetable Village. Data collection was carried out in October 2023. The research method was a case study method. The sampling method used was the purposive sampling method, which consisted of business owner, marketing institution, and consumers. Data collection methods are in the form of primary data and secondary data. Data processed method used SWOT analysis (Strength, Opportunity, Weakness, Threat). The results of this study were: 1) There are two marketing channel patterns at Cempako Vegetable Village, namely: producer – final consumer with a market share of 17%, and producer – retailer – final consumer with a market share 83%. 2) The 7P (Product, Price, Place, Promotion, People, Process, dan Physical Evidence) marketing mix implemented by Cempako Vegetable Village went well and was quite effective. 3) The results ot the SWOT analysis show that the marketing strategy for hydroponic vegetables at Cempako Vegetable Village is in quadrant I supports an aggressive strategy. The results of the SWOT matrix based on quadrant I show that the Cempako Vegetable Village should implement an alternative SO strategy by developing a hydroponic vegetables business, maintain existing potential markets, increase the quantity of hydroponic vegetables and create programs for loyal customers such as membership and special discounts.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307006485	T131334	T1313342023	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1313342023

Publisher

Inderalaya : Prodi Agribisnis, Fakultas Pertanian Universitas Sriwijaya., 2023

Collation

xiv, 94 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

630.207

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Agribisnis
Pengolahan dan analisa data di bidang pertanian

Specific Detail Info

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Statement of Responsibility

SEPTA

Other version/related

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