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All Journal Jurnal Pengembangan Penyuluhan Pertanian Buletin Ilmiah IMPAS Agriecobis : Journal of Agricultural Socioeconomics and Business
Lika Bernadina
Universitas Nusa Cendana
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences Veterinary

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STRATEGI PEMASARAN PRODUK COKELAT KELOR Ndaong, Sonya Santika Swastri; Nikolaus, Serman; Bernadina, Lika
Buletin Ilmiah Impas Vol 25 No 2 (2024): Volume 25 No.: 2 Edisi Juni 2024
Publisher : Undana Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/impas.v25i2.17488

Abstract

This research was carried out at the Alfa Omega Tarus Fondation, Central Kupang District, Kupang Regency from June to July 2023. This research was conducted with the aim of (1) to determine the characteristics of Moringa chocolate products at the Alfa Omega Tarus Foundation, Central Kupang District, Kupang Regency, (2) knowing the marketing strategy for Moringa chocolate implemented at the Alfa Omega Tarus Foundation, (3) knowing how the Moringa chocolate production process works. This research used four methods, namely observation, interviews, documentation and questionnaires with a total of 20 respondents. The types of data collected are primary and secondary data. The data that was collected was analyzed using the SWOT analysis method. The research results show that the characteristics of this Moringa chocolate product arethat it is made from selected ingredients combined with Moringa leaves to produce chocolate with a unique, delicious taste and with the addition of cashew nuts and a thick texture. It is not made with preservatives or any chemicals so it is very good for the body with a net weight of 30g for Rp. 10,000/packaging and also includes a production permit number 204530301004-24 along with halal labeling on the packaging. The company's marketing strategy is implemented using a Growth Oriented Strategy. This is because the SWOT analysis Cartesian diagram shows that the highest total score is in the first quadrant where this quadrant is a profitable situation. The Alfa Omega Foundation has many opportunities and strengths so that it can seize and exploit existing opportunities while minimizing weaknesses and overcoming various threats. The Moringa chocolate production process includes preparing raw materials, melting the chocolate, adding Moringa leaf powder, molding the Moringa chocolate, adding condiments, freezing the Moringa chocolate, packaging and labeling, and marketing.
Co-Authors Aldi F Taimenas Alfetri N. P. Lango Bibiana Dafrosa Owa Nuwa Charles Kapioru Damianus Adar Deni Junita Selan Dr. Ir. Johana Suek, M.Si Erastus D. Ngadi Ernantje Hendrik Eugenius Andika Damsut Falentina Adriana Nahak Febi Neonleni Fitriyani Fitriyani Florensia Lake Fransiska Romana Lida Hesty Sabrina Pah Hurint, Jefri Pati Johanna Suek Kudji Herewila Kudji Herewilla Leta R. Levis Maria Bano Maria Fransiska Darlen Maria Rosita Samur Marthen Robinson Pellokila Martin Metta Maximilian M. J. Kapa Muctar Fahrul Nainiti, Selfius P.N. Ndaong, Sonya Santika Swastri Nendissa, Doppy Roy Nikolaus, Serman Oby Mesra Natbais Oskarianus Ondok Paulus Un Piga, Aprillia E. Raden Mohamad Herdian Bhakti Satria A. A. Bentura Selfius P. N. Nainiti Sondang P Pudjiastuti Syarifah Syamsuddin