PUTRI RISKAWATI, NIM. 412019094 (2023) Strategi Pemasaran Sayuran Hidroponik Pada Green House "Mahira Hidroponik" Palembang. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

PUTRI RISKAWATI, Marketing Strategy on Green House Hydroponic Vegetables "Mahira Hidroponics" Palembang. Supervised by Mr. MUSTOPA MARLI BATUBARA and Mrs. INNIKE ABDILLAH FAHMI. This research aims to analyze the hydroponic vegetable marketing mix at Green House "Mahira Hidroponik" Palembang, to analyze hydroponic vegetable marketing strategy at Green House "Mahira Hidroponik" Palembang. This research was carried out on JI. Leopard Protection Aisle with Gandus Village, Gandus District Palembang City from January to March 2023. The method in this study uses the survey method. The example drawing method used is Nonprobablity Sampling Instrument with Purposive Sampling technique. Where in this study only the resource person as a sample or the owner of the Green House "Mahira Hidroponics". The data collection methods used in this research are in-depth interviews, observations, and direct documentation to resource persons using tools in the form of pre-prepared questions. The data processing methods used are data reduction, data presentation and data triangulation. The data processing and analysis method used is qualitative descriptive analysis. The results of this study show that 7 marketing mixes of Mahira Hydroponics, namely the Product in Mahira Hydroponics, produces vegetables in the form of pakcoy, caisim, mustard greens, kale, lettuce, spinach and kailan. The price of hydroponic vegetable products at Mahira Hidroponik per pack is Rp5,000 and the price per kilogram is Rp20,000 - Rp35,000. The place where Mahira Hidroponik is located on Jl. Leopard Protection Aisle With Gandus Village Gandus District. The promotion carried out by Mahira Hidroponik is through social media accounts, People Mahira Hidroponik has one employee. Mahira Hydroponics employees provide good service to consumers. Physical Evidence Mahira Hydroponics has adequate facilities and infrastructure and attracts attention to customers. Process Mahira Hydroponics provides telephone services for the process of ordering hydroponic vegetables and has reliable and skilled employees. The strategy that Mahira Hydroponics will use with the IFE, EFE and SWOT Matrix approach is a strategy that supports aggressive strategies. Where this strategy is very profitable for the company. And produce 4 alternative strategies, namely SO to improve and maintain product quality, maintain price stability, and utilize sales locations for promotional development. ST Optimizing product quality and price to be competitive with other hydroponic vegetable producers and the use of social media in an effort to introduce and promote products to expand market share so that it can increase demand and customers. WT Utilizes advanced storage tools to maintain vegetable freshness and Enhance the hydroponic community to expand hydroponic marketing. WO The increase in the number of workers can expand the marketing reach and expand the planting area and increase cooperation with partner farmers as well as the addition of vegetable storage tools.

Item Type:	Thesis (Skripsi)
Additional Information:	Pembimbing : 1. Dr. Ir. Mustopa Marli Batubara M.p 2. Innike Abdillah Fahmi, S.P,. M.Si
Uncontrolled Keywords:	Strategi Pemasaran, Pemasaran, Sayuran Hidroponik
Subjects:	Agribisnis > pemasaran pertanian
Divisions:	Fakultas Pertanian > Agribisnis (S1)
Depositing User:	Mahasiswa Fakultas Pertanian
Date Deposited:	18 Sep 2023 04:40
Last Modified:	18 Sep 2023 04:40
URI:	http://repository.um-palembang.ac.id/id/eprint/26587

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