Anwar, Muhammad Rifqi (2025) PEMETAAN PEMASARAN PAKCOY DI BABEH KOLTIVARE HIDROPONIK JAKASAMPURNA KOTA BEKASI JAWA BARAT. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study focuses on mapping the marketing strategy of Pakcoy (Chinese cabbage) produced in the hydroponic farming system at the Babeh Koltivare Hidroponik farm in Jakasampurna, Bekasi, West Java. The purpose of this research is to analyze the marketing channels, identify target markets, and assess the effectiveness of marketing activities for Pakcoy. The research employed a descriptive approach, utilizing both qualitative and quantitative data collection methods. Primary data was gathered through interviews with farm managers, marketers, and consumers, while secondary data was obtained from relevant literature and reports. The findings indicate that the marketing of Pakcoy is primarily conducted through direct sales to local markets, supermarkets, and restaurants. The farm has established a strong presence in the local community, but faces challenges in expanding its market reach due to limited awareness of hydroponically grown vegetables. The study concludes with recommendations for enhancing marketing strategies, including increasing consumer education on the benefits of hydroponic farming and exploring alternative distribution channels such as online platforms to broaden the customer base.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini berfokus pada pemetaan strategi pemasaran Pakcoy (kubis Cina) yang diproduksi dalam sistem pertanian hidroponik di perkebunan Babeh Koltivare Hidroponik di Jakasampurna, Bekasi, Jawa Barat. Tujuan dari penelitian ini adalah untuk menganalisis saluran pemasaran, mengidentifikasi target pasar, dan menilai efektivitas kegiatan pemasaran untuk Pakcoy. Penelitian menggunakan pendekatan deskriptif, memanfaatkan metode pengumpulan data kualitatif dan kuantitatif. Data primer dikumpulkan melalui wawancara dengan manajer pertanian, pemasar, dan konsumen, sedangkan data sekunder diperoleh dari literatur dan laporan yang relevan. Temuan tersebut menunjukkan bahwa pemasaran Pakcoy terutama dilakukan melalui penjualan langsung ke pasar lokal, supermarket, dan restoran. Usaha hidroponik ini telah membangun kehadiran yang kuat di masyarakat setempat, tetapi menghadapi tantangan dalam memperluas jangkauan pasarnya karena kesadaran yang terbatas akan sayuran yang ditanam secara hidroponik. Studi ini diakhiri dengan rekomendasi untuk meningkatkan strategi pemasaran, termasuk meningkatkan edukasi konsumen tentang manfaat pertanian hidroponik dan mengeksplorasi saluran distribusi alternatif seperti platform online untuk memperluas basis pelanggan. | |||||||||
| Uncontrolled Keywords: | pakcoy, quantitative mapping, market mapping, price mapping, and traffic mapping pakcoy, pemetaan kuantitatif, pemetaan pasar, pemetaan harga, dan pemetaan lalu lintas | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Muhammad Rifqi Anwar | |||||||||
| Date Deposited: | 04 Nov 2025 07:40 | |||||||||
| Last Modified: | 04 Nov 2025 07:40 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/55752 |
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