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All Journal Jurnal Hutan dan Masyarakat Indonesian Food Science and TechnologyJournal AbdiTechno (Jurnal Pengabdian Masyarakat) Salaga Journal
Yumeina, Diyah
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Agriculture, Biological Sciences & Forestry Control & Systems Engineering Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering

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Journal : Jurnal Hutan dan Masyarakat

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Bauran Pemasaran 7P dalam Pengembangan Usaha Gula Aren pada Kelompok Tani Hutan di Kawasan Hutan Desa Turu Adae Makkarennu; Syahidah; Yumeina, Diyah; Amelia Thayeb, Diva; Maryam, Nevianti; Hasannudin, Dian Ayu Lestari; Irnasari
Jurnal Hutan dan Masyarakat VOLUME 16 NO 2, DESEMBER 2024
Publisher : Fakultas Kehutanan, Universitas Hasanuddin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24259/jhm.v16i2.38329

Abstract

This study analyzes the application of the 7P marketing strategy mix to palm sugar products in Turu Adae Village, Ponre Sub-district, Bone Regency. Palm sugar, produced from palm tree sap, is a traditional product with great potential but faces challenges in marketing. This study aims to analyze the components of the marketing mix, namely product, price, place, promotion, people, process, and physical evidence, and their impact on product competitiveness. The research method involved observation, interviews, and a literature study involving the entire population of palm sugar farmers involved in production. The results showed that although Batok palm sugar products still maintain traditional methods without modern packaging, these products excel in terms of authenticity and quality. Although batok palm sugar products maintain traditional methods without modern packaging, there are opportunities for improvement through packaging innovation, expansion of distribution channels, and more effective promotion both offline and online. In addition, attention to efficient production processes and improved human resource skills can increase product competitiveness. With proper implementation of the 7P marketing mix, palm sugar businesses in Turu Adae Village have the potential to grow and compete in a wider market.
Co-Authors Amelia Thayeb, Diva Bahmid, Nur Alim Dhafiyah, Nurul Dirpan, Andi Djalal, Muspirah Fardatullah, Muh. Ahyas Februadi Bastian Hasannudin, Dian Ayu Lestari Iqbal Iqbal iqbal salim Irnasari Junaedi Muhidong Mahmud Achmad, Mahmud Makkarennu Maryam, Nevianti Mochammad Imron Awalludin NURUL HIDAYAH Prahesti, Kusumandari Indah Putri Sejagat, Laradita Salengke, Salengke Supratomo, Supratomo Suryono Syahidah Syarifuddin, Adiansyah Widyani Putri, Arinda