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ANALISIS STRATEGI PEMASARAN MELON INTHANON (STUDI KASUS PADA GREENHOUSE AGRO MELON DI DESA TANJUNG AGUNG KECAMATAN BANYUASIN III KABUPATEN BANYUASIN)

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The availability of modern greenhouse access can increase the productivity and quality of melon fruit. Meanwhile, effective marketing strategies help expand the market. The objectives of this study were (1) to identify marketing channels for Inthanon melons, (2) to identify the 7P marketing mix (Product, Place, Price, Promotion, People, Process, Physical evidence), and (3) to formulate effective marketing strategies to increase the competitiveness of Inthanon melons. This research was conducted in Tanjung Agung Village, Banyuasin III District, Banyuasin Regency, South Sumatra Province in January-February 2025. The research method used was the case study method. The data used were primary data and secondary data. The results of this study were (1) There are two marketing channels used in the distribution of Intanon melons. Marketing channel I involves a direct relationship between producers and consumers. Meanwhile, marketing channel Il through collectors as intermediaries between producers and consumers, (2) The 7P marketing mix is running effectively, (3) Alternative strategy is the Strengths-opportunities (SO) strategy, focusing on utilizing internal strengths to achieve maximum market opportunities.

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Inventory Code Barcode Call Number Location Status
2507003657T176694T1766942025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1766942025
Publisher
Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya.,
Collation
xvi, 121 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
630.07
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Agribisnis
Specific Detail Info
-
Statement of Responsibility
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