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

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Penilaian

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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.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507000052	T162512	T1625122024	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1625122024

Publisher

Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian., 2024

Collation

xvi, 110 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.807

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Strategi Pemasaran
Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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