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Analisis Strategi Pemasaran Produk Hidroponik (Studi Kasus Pada UMKM Aa818_Hydroponic) Pradana, Yoga Aji; Kusnandar, Kusnandar
Agricultural Socio-Economic Empowerment and Agribusiness Journal Vol 2, No 2 (2023): December
Publisher : Program Studi Magister Agribisnis, Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/agrisema.v2i2.79220

Abstract

The vegetables cultivated by Aa818_Hydroponic are pesticide-free hydroponic vegetables. Aa818_Hydroponic markets 13 types of vegetables using the same method and strategy. The research aims to find out internal and external factors that are strengths, weaknesses, opportunities, and threats for marketing, to find out alternatives and appropriate strategic priorities in marketing hydroponic vegetable products to Aa818_Hydroponic MSMEs. The research uses descriptive analytical methods with implementation techniques through observation and in-depth interviews. Key informants consisted of experts, practitioners, and consumers using questionnaires. The analysis method uses the SWOT and ANP matrices. The research results show that Aa818_Hydroponic has strengths, namely competitive vegetable prices, having a variety of vegetable products, free shipping promotions, long-lasting freshness levels, and vegetable products free from pesticides. Weaknesses include not having strong branding, packaging that is not attractive enough, the location of the plantation is not strategic, online promotion is not optimal, and human resources are limited. Opportunities include support from the government, many expo activities, fairs and exhibitions, good consumer perception of hydroponic vegetables, changes in healthy lifestyles, creation of opportunities for technological developments for marketing. The threats they have are that substitute product prices are cheaper, competitors' packaging is more attractive, competitors' marketing is more effective, and pest and disease attacks. SWOT analysis produces seven marketing strategies. ANP analysis produces the main strategic priority, namely participating in exhibition activities to promote existing advantages.
Co-Authors A, Candra A. Haris Budi Widodo A., Amelia Abdussalam, Razif Adi, R. Kunto Agung Wibowo Agus Rusmana ahmad daelami Aisyahrizka, Nadifa Ajeng Dian Purnamasari Alamsyah, Novana Noer Alin Fithor Amin Suyitno Anik Lestari Anindya Yoga H, Anindya Arlla Yesifa, Maharani Asep Najmurrokhman AW., Sawung Basuki, Sofyan Beni Sabdo Nugroho Bhisma Murti Budi, Didik Rilastiyo Budiawan, Irvan Budiyanti Wiboworini Candrawati Suci, Candrawati Daelami, Achmad Damaris, Betarum Darmaji, Aji Deddi Haryono, Deddi Dedi Dedi Desi Desi, Desi Dharmi, Ni Ketut Hariyawati Dian Ratna R, Dian Diffah Hanim Dini Oktaviyanti Diniyati, Hilda dwi ayu lestari, dwi ayu Dwiningtyas Padmaningrum, Dwiningtyas Dyah Umiyarni Purnamasari Edwin Rizal Endang Siti Rahayu Endo Dardjito Erlyna Wida Riptanti Erwina, Wina Wina Estrella, Erwin O. Evi Nursanti Rukmana, Evi Nursanti Fahrul Agus Fakhri, Zul Fanny Widadie Febriani, Ayu Rizky Festiawan, Rifqi G, Fayza Grahita, Davina Gumilang, Diyana Habib, M Hanifah Ihsaniyati Haris, Dendi Harisudin, Mohamad Hariyani, Indah Hasnah, Hanan Nur Haz, Fauziah Hendrayana Hendrayana, Hendrayana Henie Kurniawati, Henie Heru Irianto Heru Kurniawan Alamsyah Hidayat, Rohman Amalia Hotimah, Ananda Husnul Huwaida, Dhea Zahra Ibrahim, Aziz Maulana Indra Jati Kusuma Indriyanti, Ima Yunita Ishelina Rosaira Poerbosisworo Isti Khomah Iwan Junaedi Kartikawati, Herni Khairiyakh, Refa’ul Khan, Mohammad Ashraf Kotrunnada, Dani Zulfa Kristisanthy, Akwilina Dwi Kuntari Astriana, Kuntari Kurniawan A, Heru Lastya, Saeldho We Lintang, Aulia Listiandi, Arfin Deri Listyanto, Ilham Bayu Anggita M, Giovania Mahardika Yudianti, Manda Talitha Mahardika, Nurul Malihah, Malihah Mediteranio, Bimosakti Sabili Mega, Nur Arfah Mei Tri Sundari Muhamad Azhari Nashira, Illiyin Tri Ninik Umi Hartanti Ninis Agustini Damayani Noor Zuhry, Noor Novita Nining Widyaningsih Nuning Kurniasih nuning setyowati Nur Hafidha Hikmayani Nur Muttaqien Zuhri Nur Rohmat, Yusup Nur Ulfah Nurhayati, Ai Sri NURUL AZIZAH Pangestu, Indra Tri Panggabean, Lailan Saumi Panjaitan, Winda Sauci Panuwun Joko Nurcahyo Pawit M Yusup Permana, Ade Sena Pradana, Yoga Aji Pratika, Dwi Ajeng Prijana Prijana Putra Perkasa, Varrel Brilian Putri, Dyah Sancaya Putri, Ovalina Mardika Qadrijati, Isna Qonita, Rr. Aulia Radot Manalu Raharjo, Purwo Rahma, Silkvi Kheir Ramadiani - Rhina Uchyani Fajarningsih Rindha Widyaningsih Rukmana , Evi Nursanti Rully Khairul Anwar S., Wardana Safitri, Arroyya Nur Samson CMS Santoso, Bima jati Santoso, Muhamad Agung Sapja Anantanyu, Sapja Saputra, Dede Irawan Saputra, Naufal Saputro, Rizki Adila Selfi Handayani Setyowati Setyowati Shofiyyah, Yasyfi Siti Nur Septiani, Siti Nur Sri Mulyani Sri Mulyani Sudikno Sudikno Sukaesih Sukaesih, Sukaesih Sukamto, Ika Sumiyarsi Suratna, Suratna Susi Watina Simanjuntak Sutaman, Sutaman Sutono Hs, Dian Syaihuputera, Adam Bayu Tomy Perdana Trina Fizzanty Trisna Gumilar Ulfa, Ummu Amalia Ute Lies Siti Khadijah Vanamamalai, Ratnamala Vitri Widyaningsih W, Ratna Warisno Wati Hermawati Watina S, Susi Wera, Agung Ferdinand Wina Erwina Wiwit Rahayu Yudhy Kurniawan, Yudhy yulia lanti retno dewi Yunus Winoto Zaenal, Yuda Bakti Zainal, Yuda Bakti Zulfi, Jivana