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All Journal Agrokompleks International Journal of Economics and Management Research Botani: Publikasi Ilmu Tanaman dan Agribisnis
Sumarni Sumarni
Politeknik Pertanian Negeri Pangkajene Dan Kepulauan
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance

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Analisis Pemasaran untuk Pengembangan Usaha Agribisnis Bandeng (Chanos chanos) Omega-3 Tanpa Duri di Sulawesi Selatan Asriany Asriany; Sumarni Sumarni; Maryam Maryam
Agrokompleks Vol 17 No 2 (2018): Agrokompleks Edisi Juni
Publisher : PPPM Politeknik Pertanian Negeri Pangkajene Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51978/japp.v17i2.162

Abstract

Penelitian ini dilaksanakan dengan tujuan untuk menganalisis aspek pemasaran dalam pengembangan usaha agribisnis bandeng Omega-3 tanpa duri di Sulawesi Selatan. Penelitian dilaksanakan pada UKM pengolahan bandeng tanpa duri untuk tiga lokasi antara lain Kabupaten Pangkep, Kabupaten Barru dan Kabupaten Pinrang. Metode penelitian dilakukan dengan cara survei. Survei dilakukan dengan tujuan mengumpulkan data sekunder yang mendukung pelaksanaan penelitian ini. Adapun metode analisis yang digunakan antara lain; metode diskriptif, analisis regresi linier, pengujian statistik uji t, analisis korelasi dan determinasi, serta analisis marker share. Hasil penelitian menunjukkan bahwaPenawaran Bandeng Omega-3 Tanpa Duri yang dilakukan oleh pengusaha Sulsel terhadap kebutuhan pasar dapat dipenuhi, dimana persentase penawaran terhadap permintaan dalam tahun 2016 sebesar 13,27 % atau rata-rata per bulan sebesar 1,11 %. Penjualan Bandeng Omega-3 Tanpa Duri mempengaruhi perolehan laba pengusaha responden SulSel, secara umum. Bandeng Omega-3 Tanpa Duri di SulSel prospektif untuk dikembangkan pada masa akan datang. Dimana diperoleh persamaan regresi Y = -57,65 + 0,47 X, menunjukkan bahwa ada pengaruh positif permintaan penjualan dengan laba Bandeng Omega-3 Tanpa Duri, yaitu setiap ada penjualan sebesar Rp. 1 akan mempengaruhi terhadap peningkatan laba sebesar Rp. 0,47. Analisis korelasi dan determinasi dimana r = 0,99 dan determinasi () = 98,01 % artinya bahwa hubungan peningkatan penjualan Bandeng Omega-3 Tanpa Duri terhadap penerimaan laba sangat kuat, dimana proporsi pengaruh penjualan terhadap laba usaha mencapai 98,01 %, sedangkan 1,99 % laba usaha dipengaruhi oleh variabel diluar penelitian. Sedangkan peluang pasar untuk Bandeng Omega-3 Tanpa Duri cukup baik untuk pengusaha responden Sulawesi Selatan.
SOCIAL MEDIA ON CONSUMER PURCHASE INTENTION IN SHOPEE MARKETPLACE Akmal Abdullah; Adrian Febriana Dima; Norvadewi Norvadewi; I Nyoman Tri Sutaguna; Sumarni Sumarni
International Journal of Economics and Management Research Vol. 2 No. 2 (2023): August : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v2i2.90

Abstract

This study aims to determine how social media affects consumers' purchase intentions. 181 respondents were given questionnaires as part of a nonprobability sampling strategy that also included a quantitative methodology in this study. The data analysis approach used in this study was multiple linear regression analysis. When using the Likert scale approach of validity, operational variables were measured using SPSS 25.0, a computer measuring tool. The results showed that brand image, social media, electronic word-of-mouth, perceived value, and brand image were all significantly positive predictors of purchase intention. The component in this study that has the most effect on consumers' motivation to purchase is perceived value.
Penerapan Digital Marketing pada Penjualan Karang Hias (Ornamental Coral): Studi Kasus pada CV. Rezky Bahari Makassar Burhan Burhan; Sumarni Sumarni; Rahmayati Rahmayati
Botani : Publikasi Ilmu Tanaman dan Agribisnis Vol. 2 No. 2 (2025): Mei : Botani : Publikasi Ilmu Tanaman dan Agribisnis
Publisher : Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/botani.v2i2.331

Abstract

In today's digital era, the application of digital marketing is the main key in increasing the sales volume of various products, including ornamental corals. This research aims to find out how CV Rezky Bahari Makassar applies digital marketing to increase sales of ornamental corals. Through a qualitative approach of exploratory case study type, data collection through interviews, observation, and documentation. data analysis methods using descriptive qualitative. The results showed that CV. Rezky Bahari Makassar has implemented various digital marketing strategies, including social media marketing, such as WhatsApp, Facebook, Instagram, Website and Email Marketing, Integrated digital marketing strategies focus on attractive visual content, technological innovations such as 360-degree videos and direct interaction with customers to increase the visibility and accessibility of its products to consumers. The implementation of this strategy resulted in a significant increase in sales of ornamental corals. Despite facing challenges such as a decline in revenue due to the Covid-19 pandemic in 2020, the company managed to return to a positive growth path through digital marketing strategies, with sales revenue reaching its highest peak in 2023. This research provides insights into effective digital marketing practices in the ornamental coral industry and suggests that the integration of various digital channels can result in increased sales.
Co-Authors Adrian Febriana Dima Akmal Abdullah Asriany Asriany Burhan Burhan I Nyoman Tri Sutaguna Maryam Maryam Norvadewi Rahmayati Rahmayati