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Journal : International Journal of Social Science and Business

7P Marketing Mix in Processed Farm Products by Urban Farming Businesses Nurdiana; Muhammad Hasan; Miranda; Muhammad Ihsan Said Ahmad; Citra Ayni Kamaruddin; Thamrin Tahir
International Journal of Social Science and Business Vol. 7 No. 3 (2023): August
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v7i3.52978

Abstract

The increasingly rapid business competition makes every business actor required to continue to innovate in order to develop and maintain their existence. One alternative for business actors to continue to develop and maintain their existence is to apply the 7P marketing mix to their business, especially in urban farming. This study aims to analyze the implementation of the 7P marketing mix on processed agricultural products as well as the supporting and inhibiting factors in implementing the 7P marketing mix. This study uses a qualitative approach with a descriptive method. Data collection techniques used were observation, interviews and FGD, for data analysis used coding techniques. There are 4 informants in this study. The results of this study indicate that in general, the 7P marketing mix for the processed products of the Orchid Women Farmer Group has been implemented. Then for the supporting factors for implementing the 7P marketing mix, namely (1) self-confidence; (2) cooperation; (3) encouragement from agricultural extension workers. The inhibiting factors include (1) lack of literacy; and (2) limited time. All elements of the marketing mix in the processed products of the Orchid Women Farmer Group are considered capable of increasing product sales and making the Orchid Women Farmer Group more exist and known. However, in the implementation process, there are several supporting and inhibiting factors as described in the research results.
Co-Authors Agung Zulfikri Agus Syam Andi Hikmah Dewi Sriyanti Andi Kurniawati Andi Mimi Nurhizah Andi Tenri Ampa Anisa Muawanah Azzahra Annisa Rezki Ramadhani Anugrah Putra Perdana Arfawati Arfawati Aryuniasari Asmi Asmi Asriani Asriani Citra Ayni Kamaruddin Diah Permatasari Dianta Mustofa K. Dwi Ayu Sarah Fatmawati Fitriani Fitriani Hadi Nasbey Hikmah Maulidyanti Hikmayani Subur Hizbul Khootimah Az Zaakiyyah Ilham Thaef Ilham Thaief Inanna Indra Tjahyadi Karin Riska Febriani Kartina Kartina Latifah Asmil Fauzi Lusiana Lusiana Marhawati Mega Krisdayani Miranda Miranda Miranda Mitha Nur Febrianty Mitra Amalia Gama Moehamad Satiadharma Muhammad Dinar Muhammad Dinar Muhammad Hasan Muhammad Hasan Muhammad Ikram Idrus Muhammad Iqbal Usman Muhammad Ishlah Idrus Muhammad Islah Idrus Muhammad Jufri Muhammad Rakib Muhammad Rakib Muhammad Rakib Muhammad Rijal Shafar Mukarramah Mukarramah Mustari Mustari Mustari Mustari Mustari Mustari Mustari Muti Almuna Nirwana Nur Ainun Syafri Nur Aisyah Buana Putri Nur Arisah Nur Asni Aulia Nur Asni Aulia Nur Dian Wahyuni Nur Fadilah Ayu Sandira Nur Samsul Bahri Nur Samsul Bahri Nur Samsul Bahri, Nur Samsul Bahri Nur Shofa Nurdiana Nurdiana Nurdiana Nurdiana Nurjannah Nurjannah Nurjannah Putri Ayu Annisa Rafika Kaharuddin Rahmatullah Rahmatullah Rahmatullah Ratna Ratnah S Regal Vedrian Rifka Pratiwi Rosvika Sari Salamun Pasda Samsinar Sanriani Nur Sitti Rapika St. Fatmah Hiola St. Reski Amalia Suherlan Suherlan, Suherlan Syamsu Rijal Syamsu Rijal Syamsuardi Saodi Thamrin Tahir Thamrin Tahir Thamrin Tahir Tuti Supatminingsi Tuti Supatminingsih