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All Journal JURNAL AGRICA
Novia Damayanti Br Simanjuntak
Politeknik Wilmar Bisnis Indonesia
Agriculture, Biological Sciences & Forestry

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Mengembangkan Agribisnis Berkelanjutan Melalui Strategi Pemasaran Organik dan Pupuk Hayati di Humbang Hasundutan Dany Juhandi; Jenny Elisabeth; Natalia Lusianingsih Sumanto; Muhammad Mabrur; Nofriadi Nofriadi; Indri Dithisari; Ananda Yunita; Novia Damayanti Br Simanjuntak
JURNAL AGRICA Vol. 19 No. 2 (2026): JURNAL AGRICA
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/agrica.v19i2.16372

Abstract

The increase in chemical fertilizer prices has created an opportunity for producers to market organic and biological fertilizers as cheaper alternatives, but market success is highly dependent on effective strategies to address farmers' low understanding of these two types of fertilizers. This study aims to identify the distinguishing internal and external factors for marketing organic and bio-fertilizers, formulate marketing strategies for each type of fertilizer, and develop an implementation, monitoring, and evaluation plan for organic and bio-fertilizer strategies. This study uses a quantitative descriptive approach with primary data from farmer questionnaires to compare each objective and identify internal and external factors and strategies using SWOT analysis. The results of this study indicate that the marketing of organic and biological fertilizers has different internal and external factors. The marketing strategy for biological fertilizers requires greater effort to introduce the product and convince farmers, so monitoring and evaluation activities for the implementation of biological fertilizer strategies require more targets and time. The marketing strategy for biological fertilizers requires a greater approach and effort to become a substitute product for chemical fertilizers.
Co-Authors Ananda Yunita Indri Dithisari Jenny Elisabeth Juhandi, Dany Muhammad Mabrur Natalia Lusianingsih Sumanto Nofriadi