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All Journal Buletin Ilmiah IMPAS Journal of Agricultural Socio-Economics (JASE)
Maximilian M. J. Kapa
Program Studi Agribinis, Fakultas Pertanian, Universitas Nusa Cendana
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Marketing Strategy of Tomato’s Trader at Pasar Kasih, Kota Kupang, Nusa Tenggara Timur Aldi F Taimenas; Maximilian M. J. Kapa; Lika Bernadina
Buletin Ilmiah Impas Vol 23 No 3 (2022): Buletin Ilmiah IMPAS Volume: 23 No.: 3 Edisi November 2022
Publisher : Undana Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/impas.v23i3.9484

Abstract

This study was held at the Kasih market Kupang in December 2019 to January 2020. With the aim to know the marketing mix, revenue and marketing strategy of tomato commodity traders the Kasih market City of Kupang. Kasih market Kupang was selected purposively as the location of research with consideration that this market is strategically located in the middle of Kupang City. The population in this study is all tomato traders who have been trading for more than two years. Sampling techniques used snowball sampling techniques, and as many us 30 sample traders have been interviewed to obtime the primary data. Data was analyzed according with the research objectives namely marketing mix analysis, revenue analysis and SWOT analysis. The result showed that; 1). Marketing Mix in Kasih market is: Product strategy, Price, Promotion and Place, show that traders apply quality improvement, characteristic of product, positioning product throungh price to consumer and production farmers, trader use direct promotion to the consumer, because the strategic location for traders and consumers. 2). The average income obtained by the tomato commodity trader for one month Rp. 8.374.833,00. 3). Analisys of the internal and external factors (IFAS/EFAS) that influence on the strategy of tomato traders in Kasih market generate a total score of IFAS of 3.00 which means strong internal positions. While the total EFAS score is 2.53 which means the tomato traders in the Kasih market Kupang are responding to existing opportunities and avoiding threats in the market.
Co-Authors Aldi F Taimenas Alfetri N. P. Lango Aurelia Mendo Fidelis Klau Hans L Telnoni Joni M. M. Aji Kamila Ignasia Seran Kudji Herewila Lika Bernadina Lusianus M. R. Foju Maria Bano Multivira B. Manoe Salsabila L. Murdolelono Selfius P. N. Nainiti Selfius P.N. Nainiti Sondang P Pudjiastuti Sri Maryana C Lay Sri Maryani P Lay Theresia Gelu Yuliana Maria Nabut