SETIAWAN NOVANTO, MOHAMMAD (2024) SALURAN DAN STRATEGI PEMASARAN SAYURAN HIDROPONIK (Suatu kasus di Hartanto Farm Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This research aims to analyze marketing and marketing strategies for hydroponic vegetables. In marketing channels, the aim is to analyze the margins and costs of each marketing channel, analyze farmer share from the marketing of each channel, and in marketing strategy, the aim is to determine the right marketing strategy to be implemented on Hartanto's farm in providing market recipes, analyzing internal factors. and external factors at Hartanto Farm. The research area was determined purposively at Hartanto Farm, Jombang District, Cilegon City. Retrieval of document data using interviews, observations, questionnaires. The data used primary and secondary data. Research results show that there are two marketing channels for Hydroponic Vegetables: channel I: Producer – consumer. Channel II: producer – trader – consumer. The margin channel I is 25,000/kg and the margin channel II is 5,000-/kg. Profit from marketing channel I is 24,055/kg and Profit from channel II is Rp. 4,830/kg. most technically efficient channel is channel II because it has the smallest technical efficiency value, namely 170, and the most economically efficient channel is channel I because it has the largest economic efficiency value, namely 26.45. And in Marketing Strategy, the results of the company's internal factor analysis using the IFE matrix total IFE matrix score of 2.72. Meanwhile, the results of the company's external factor analysis using the EFE matrix were 2.21. In this way, the IE assessment matrix shows that Hartanto Farm's position is in cell V. The appropriate marketing strategy to be implemented by Hartanto Farm is hold and maintain strategy.

Item Type:	Thesis (S1)
Contributors:	Contribution Contributors NIP/NIM Thesis advisor SETIAWAN, JOHAN 196802122002121002 Thesis advisor ALIUDIN, ALIUDIN 197008052002121001
Additional Information:	Penelitian ini bertujuan untuk menganalisis strategi pemasaran dan pemasaran sayuran hidroponik. Pada saluran pemasaran bertujuan untuk menganalisis margin dan biaya setiap saluran pemasaran, menganalisis farmer share dari pemasaran setiap saluran, dan pada strategi pemasaran bertujuan untuk menentukan strategi pemasaran yang tepat untuk diterapkan pada peternakan Hartanto dalam memberikan hasil. resep pasar, menganalisis faktor internal. dan faktor eksternal di Hartanto Farm. Lokasi penelitian ditentukan secara purposif di Hartanto Farm, Kecamatan Jombang, Kota Cilegon.
Uncontrolled Keywords:	hydroponic vegetables, marketing strategy, analyze marketing
Subjects:	S Agriculture > S Agriculture (General) S Agriculture > SD Forestry
Divisions:	04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User:	MOHAMMAD SETIAWAN NOVANTO NOVAN
Date Deposited:	17 Apr 2024 08:22
Last Modified:	17 Apr 2024 08:22
URI:	http://eprints.untirta.ac.id/id/eprint/34645

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