Syarif Hidayatulloh, Riyan (2022) Strategi Pemasaran Selada Hidroponik Secara E-commerce dan Konvensional. Master thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
The Covid-19 pandemic is being felt in all sectors, including the agricultural sector and food UMKM. The agricultural sector is one of the priorities in dealing with the spread of Covid-19 in Indonesia. The impact of the COVID-19 pandemic that was felt the most by farmers was the price of agricultural products which experienced a drastic decline due to the declining purchasing power of the people. This is not comparable to the effort and operational costs incurred by farmers when cultivating (Azamfirei, 2020). This research was conducted at the Riyan Farm Garden in Cipocok Jaya District, Serang City. This study aims to analyze the income of the hydroponic lettuce commodity as well as develop e-commerce and conventional marketing strategies that are appropriate to be implemented. The data used in this study are primary data and secondary data. Sampling was done by survey method, with 12 respondents. Collecting data using a questionnaire which is then analyzed using a SWOT analysis. The results of the calculation of the income analyst of hydroponic lettuce for the cost of production is Rp. 13,000/Kg. The profit obtained in terms of per kilogram on the sale of lettuce E-commerce is Rp. 7,000/Kg, while for conventional lettuce it is Rp. 2,603/Kg. The right strategy to be implemented based on the results of the SWOT analysis is to maintain existing potential markets and expand marketing reach. Optimizing cropping patterns according to SOPs to avoid production failures. Maintain product quality, manage product availability and increase product quantity. Innovate on products and add business partners to expand marketing.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Pandemi Covid-19 ini dirasakan disemua sektor, tidak terkecuali sektor pertanian dan UMKM pangan. Sektor pertanianmenjadi salah satu prioritas dalam menghadapi penyebaran Covid-19 di Indonesia. Dampak pandemi COVID-19 yang paling dirasakan petani ialah harga produk pertanian yangmengalami penurunan drastis disebabkan daya beli masyarakat yang turun. Hal ini tidak sebandingdengan usaha dan biaya operasional yang dikeluarkan petani saat melakukan budidaya (Azamfirei, 2020). Penelitian ini dilakukan pada Kebun Riyan Farm di Kecamatan Cipocok Jaya Kota Serang. Penelitian ini bertujuan untuk menganalisis pendapatan komoditas selada hidroponik serta menyusun strategi pemasaran secara e-commerce dan konvensional yang tepat untuk diimplementasikan. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Pengambilan sampel dilakukan dengan metode survei, dengan responden sebanyak 12 orang. Pengumpulan data menggunakan kuesioner yang selanjutnya dianalisa menggunakan analisis SWOT. Hasil perhitungan analis pendapatan dari selada hidroponik untuk harga pokok produksinya sebesar Rp 13.000/Kg. Keuntungan yang didapat dalam hitungan per kilogram pada penjualan selada E-commerce Rp.7.000/Kg, Sedangkan untuk selada konvensional Rp.2.603/Kg. Strategi yang tepat untuk diimplementasikan berdasarkan hasil analisis SWOT adalah Mempertahankan pasar potensial yang sudah ada serta memperluas jangkauan pemasaran. Mengoptimalkan pola tanam sesuai SOP untuk menghindari kegagalan produksi. Mempertahankan kualitas produk, mengatur ketersediaan produk dan meningkatkan jumlah produk. Melakukan inovasi terhadap produk serta menambah mitra bisnis untuk memperluas pemasaran. | |||||||||
| Uncontrolled Keywords: | Marketing Strategy, Hydroponic Lettuce, E-commerce, Conventional and Income Strategi Pemasaran, Selada Hidroponik, E-commerce, Konvensional dan Pendapatan | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 08-Pascasarjana 08-Pascasarjana > 54108-Magister Ilmu Pertanian |
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| Depositing User: | Riyan Syarif Hidayatulloh | |||||||||
| Date Deposited: | 14 Feb 2023 15:17 | |||||||||
| Last Modified: | 27 Aug 2024 14:46 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/15966 |
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