Soviana, Rini (2022) ANALISIS STRATEGI PEMASARAN SELADA HIDROPONIK PADA UMKM RIYAN FARM DI KOTA SERANG. S1 thesis, Univesitas Sultan Ageng Tirtayasa.
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Abstract
ABSTRACT Riyan Farm is one of the agricultural businesses engaged in hydroponic vegetables located in Serang City. One of the hydroponic vegetables produced by Riyan Farm is lettuce. Lettuce marketing has a considerable prospect, demand for the commodity is increasing, but riyan farm is still a technology in hydroponic vegetable marketing systems and distribution channels that are still ineffective, leaving Riyan farm overloaded to distribute its products. This study aims to analyze internal strengths and weaknesses as well as external opportunities and threats at Riyan Farm. The research method used is the IFE matrix, EFE matrix, IE matrix, and SWOT matrix. The results of the analysis show that based on the IFE matrix, a total score of 3,086 is obtained and the EFE matrix has a total score of 3,160. The alternative strategy obtained is to carry out promotions consistently on social media, make attractive promotions, maintain and improve the quality and quantity of hydroponic lettuce products, establish cooperation and maintain good relations with partners and consumers, provide maximum service to existing consumers and providing offers for new consumers, evaluating in terms of management systems, distribution systems, packaging and facilities and infrastructure, improving company facilities, increasing online marketing using the SEO (Search Engine Optimization) method, innovating hydroponic lettuce products that are not sold into products new. Keywords: hydroponic lettuce marketing,Marketing strategy,UMKM Riyan Farm
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | ABSTRAK Riyan Farm merupakan salah satu usaha pertanian yang bergerak di bidang hidroponik sayuran yang terletak di Kota Serang. Salah satu sayuran hidroponik yang diproduksi oleh Riyan Farm adalah selada. Pemasaran selada memiliki prospek yang cukup besar, permintaan komoditi semakin meningkat, namun riyan farm masih merupakan teknologi hidroponik sistem pemasaran sayuran dan saluran distribusi yang masih belum efektif, meninggalkan peternakan Riyan kelebihan beban untuk mendistribusikan produknya. Studi ini bertujuan untuk menganalisis kekuatan dan kelemahan internal serta peluang eksternal dan ancaman di Riyan Farm. Metode penelitian yang digunakan adalah matriks IFE, matriks EFE, matriks IE, dan matriks SWOT. Hasil analisis menunjukkan bahwa berdasarkan Matriks IFE diperoleh skor total sebesar 3,086 dan matriks EFE memiliki skor total dari 3.160. Alternatif strategi yang didapat adalah dengan melakukan promosi secara konsisten di media sosial, buatlah promosi yang menarik, pertahankan dan tingkatkan kualitasnya dan kuantitas produk selada hidroponik, menjalin kerjasama dan menjaga hubungan baik dengan mitra dan konsumen, memberikan pelayanan yang maksimal kepada existing konsumen dan memberikan penawaran untuk konsumen baru, menilai dari segi sistem manajemen, sistem distribusi, pengemasan dan fasilitas dan infrastruktur, peningkatan fasilitas perusahaan, peningkatan penggunaan pemasaran online metode SEO (Search Engine Optimization), inovasi selada hidroponik produk yang tidak dijual menjadi produk baru. Kata kunci: pemasaran selada hidroponik, Strategi pemasaran, UMKM Riyan Farm | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Rini Soviana | |||||||||
| Date Deposited: | 03 Jan 2023 10:52 | |||||||||
| Last Modified: | 03 Jan 2023 10:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/19189 |
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