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Barmawi
Universitas Malikussaleh
Agriculture, Biological Sciences & Forestry

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STRAWBERRY MARKETING MIX IN DOLAT RAYAT VILLAGE, KARO REGENCY Nur hayati; Mawardati; Muhammad Authar; Cut Rozana Sari; Barmawi
Jurnal Mahasiswa Agribisnis Vol. 5 No. 1 (2026): July
Publisher : LPPM Universitas Malikussaleh - Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/jma.v5i1.26875

Abstract

Strawberries (Fragaria sp.) are a high-value horticultural commodity, yet marketing performance in Dolat Rayat Village, Karo Regency remains far from optimal. This study aims to analyze the implementation of the 7P marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence) applied by strawberry farmers in Dolat Rayat Village, Karo Regency. The research was conducted from October to November 2025. Data were collected through in-depth interviews and field observations of 13 farmers selected through purposive non-probability sampling based on the largest land area criteria (0.5 ha and 0.7 ha) from a total population of 92 farmers. Data analysis used the qualitative descriptive method with Miles and Huberman's (1994) interactive model, consisting of data reduction, data presentation, and conclusion drawing, verified through triangulation. Results show that the product element demonstrates relative strength: farmers use the mencir variety producing large fruit (diameter 3-4 cm, weight 15-25 grams), consistent sweet taste, and shelf life of 2-3 days at room temperature and 5-7 days refrigerated, with optimal adaptation to local climate conditions. The place element is also favorable, with gardens located strategically along the main village road with good vehicle accessibility. However, the remaining five elements remain underdeveloped.
TEMPEH AGROINDUSTRY DEVELOPMENT STRATEGY IN GEUREUDONG PASE DISTRICT, NORTH ACEH REGENCY (CASE STUDY: TEMPEH AGROINDUSTRY MR. KAMTO) Lira Fitria; Adhiana; Cut Rozana Sari; Muhammad Authar ND; Barmawi
Jurnal Mahasiswa Agribisnis Vol. 4 No. 2 (2026): January
Publisher : LPPM Universitas Malikussaleh - Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29103/jma.v4i2.23799

Abstract

This research was carried out in Geureudong Pase District on June 28, 2025. This research aims to formulate the right development strategy for the tempe agroindustry in Geureudong Pase District, North Aceh Regency. The background of this research is that in Geureudong Pase District, Mr. Kamto has been running a tempeh business inherited by his parents for 23 years as a form of local food preservation. However, production is still limited to 20 kg of soybeans per day and has not been able to meet the increasing market demand. Therefore, strategic and innovative steps are needed to increase production and strengthen business competitiveness. The method carried out is a qualitative method with SWOT analysis. The results of the study show that the calculation of the SWOT matrix in Mr. Kamto's tempeh business, the intersection of the matrix X 1.40 and Y 1.25 shows that Mr. Kamto's tempeh business is in an aggressive position The results of alternative strategies that can be applied in the development of the tempe agro-industry are the SO strategy.
Co-Authors Adhiana, Adhiana Cut Rozana Sari Lira Fitria Mawardati Mawardati Muhammad Authar ND Nur hayati