Rijal, Sueb (2024) STRATEGI PEMASARAN PAKCOY HIDROPONIK (Suatu Kasus Pada UMKM Allisa Farm Kecamatan Serang, Kota Serang, Banten). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Allisa Farm is an agricultural business specializing in hydroponic vegetables in Serang District, Serang City, Banten Province. One of the hydroponic vegetables produced by Allisa Farm is pakchoy. The marketing of hydroponic pakchoy has significant prospects, and the demand for this commodity is increasing. However, Allisa Farm is currently facing several internal and external challenges in running its business. This research aims to analyze the internal and external environmental factors affecting the marketing of hydroponic pakchoy at Allisa Farm, formulate alternative marketing strategies that align with the internal and external marketing conditions, and determine the priority marketing strategies for hydroponic pakchoy at Allisa Farm. The research methods used include the IFE matrix, EFE matrix, IE matrix, SWOT matrix, and QSPM matrix. Based on the research results, the average score on the IFE matrix was 2,679, and on the EFE matrix, it was 2,617. Allisa Farm's plantation is positioned in cell V, categorized as hold and maintain. The analysis results indicate that there are eight alternative strategies that Allisa Farm can implement based on the SWOT matrix analysis. The QSPM analysis results show that the main priority strategy for Allisa Farm's agricultural marketing is to carry out consistent online promotions and collaborate with partners.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Allisa Farm merupakan sebuah usaha pertanian khusus sayuran hidroponik di Kecamatan Serang, Kota Serang, Provinsi Banten. Salah satu sayuran hidroponik yang dihasilkan oleh Allisa Farm adalah pakchoy. Pemasaran pakchoy hidroponik memiliki prospek yang cukup besar dan permintaan terhadap komoditas ini semakin meningkat. Namun saat ini Allisa Farm menghadapi beberapa tantangan internal dan eksternal dalam menjalankan usahanya. Penelitian ini bertujuan untuk menganalisis faktor lingkungan internal dan eksternal yang mempengaruhi pemasaran pakchoy hidroponik di Allisa Farm, merumuskan alternatif strategi pemasaran yang selaras dengan kondisi pemasaran internal dan eksternal, dan menentukan prioritas strategi pemasaran pakchoy hidroponik di Allisa Farm. Metode penelitian yang digunakan meliputi matriks IFE, matriks EFE, matriks IE, matriks SWOT, dan matriks QSPM. Berdasarkan hasil penelitian, rata-rata skor pada matriks IFE sebesar 2,679 dan pada matriks EFE sebesar 2,617. Perkebunan Allisa Farm diposisikan di sel V, dikategorikan dalam pemeliharaan dan pemeliharaan. Hasil analisis menunjukkan bahwa terdapat delapan alternatif strategi yang dapat diterapkan Allisa Farm berdasarkan analisis matriks SWOT. Hasil analisis QSPM menunjukkan bahwa strategi prioritas utama pemasaran pertanian Allisa Farm adalah melakukan promosi online secara konsisten dan berkolaborasi dengan mitra. | |||||||||
| Uncontrolled Keywords: | Hydroponic Pakchoy Marketing, Marketing Strategy, Allisa Farm Pemasaran Hidroponik Pakchoy, Strategi Pemasaran, Allisa Farm | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Sueb Rijal | |||||||||
| Date Deposited: | 27 Jul 2024 12:45 | |||||||||
| Last Modified: | 27 Jul 2024 12:45 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38659 |
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- STRATEGI PEMASARAN PAKCOY HIDROPONIK (Suatu Kasus Pada UMKM Allisa Farm Kecamatan Serang, Kota Serang, Banten). (deposited 27 Jul 2024 12:45) [Currently Displayed]
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