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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Agrifo : Jurnal Agribisnis Universitas Malikussaleh
Farras Zalikhah Zahra
Universitas Jember
Agriculture, Biological Sciences & Forestry

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STRATEGI PEMASARAN BUAH MELON HIDROPONIK (Studi Kasus Di Rasidin Veggies House, Kecamatan Patrang, Kabupaten Jember) Farras Zalikhah Zahra; Muh. Taufiek Heryansah; Mulia Annisa Rahma; Ratih Apri Utami
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 9, No 1 (2023): Januari 2023
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v9i1.9424

Abstract

This study aims to 1) explain the melon cultivation in Rasidin Vegies House, 2) identify the marketing mix strategy in Rasidin Vegies House, 3) analyze the marketing strategy using SWOT framework. The method used to determine the research location is purposive method. The research is located at Rasidin Vegies House, Patrang Sub-district, Jember District. This research used descriptive qualitative methods with case study techniques. The data obtained through are observation, in depth interview, and documentation.The result showed that 1)Rasidin Vegies House cultivates Honey Globe melon varieties with hydroponic drip irrigation system, 2) the 4P of marketing mix apllied are price, promotion, place, and product, 3) based on SWOT analysis gained are internal factors (strenght and weakness) and external factors (opportunity and threats). First, the strenght of Rasidin Vegies House’s cultivation is using hydroponic system. Second, the weakness found that is climatic condition in green house still haven’t optimal.Then, the opportunity is high-yielding variety in cultivation. But, this melon production has threat in market demand stock.
ANALISIS STRATEGI PEMASARAN BUAH NAGA MENGGUNAKAN BAURAN PEMASARAN (MARKETING MIX) DAN SWOT Mulia Annisa Rahma; Muh. Taufiek Heryansyah; Farras Zalikhah Zahra; Heru Irianto
Agrifo : Jurnal Agribisnis Universitas Malikussaleh Vol 8, No 1 (2023): Vol 8, Nomor 1 : April 2023
Publisher : LPPM Universitas Malikussaleh – Indonesia

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Abstract

This research aims to 1) determine the marketing mix strategy of dragon fruits in UD Sabila Farm, and 2) analyze the marketing strategy for dragon fruit in UD Sabila Farm using the SWOT framework. The study was conducted at UD Sabila Farm, Kaliurang Street Km. 18.5, Kertodadi, Pakembinangun, Pakem Sub-district, Sleman District, Yogyakarta. The research employed a qualitative descriptive methode with a case study approach. The data were gathered through the process of observation, conducting in-depth interviews, and documentation. Based on the results, it was mentioned that the applied marketing mix includes the 7P of the marketing mix applied are price, promotion, place, product, people, process, and physical evidence. The SWOT analysis revealed internal factors encompassing strengths and weaknesses, as well as external factors involving opportunities and threats. Firstly, the strengths of UD Sabila Farm are the excellent Agroeduwisata concept, strategic location, and use of certified seeds. Second, the weaknesses are plant diseases and infections that cause fluctuating production, and they are unable to optimize social media. Furthermore, the opportunities include high demand and an existing market, while the threats of UD Sabila Farm include increased competition and a high number of imported products in the market.
Co-Authors Heru Irianto Muh. Taufiek Heryansah Muh. Taufiek Heryansyah Mulia Annisa Rahma Ratih Apri Utami