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Wahyu Santoso
UPN "Veteran" Jawa Timur
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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TINGKAT EFISIENSI PEMASARAN DAY OLD DUCK (DOD) DI DESA MODOPURO KABUPATEN MOJOKERTO Vivi Irawati; Sri Widayanti; Wahyu Santoso
JURNAL AGRIBISNIS Vol. 10 No. 1 (2021): Mei 2021
Publisher : Program Studi Agribisnis, Fakultas Pertanian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32520/agribisnis.v10i1.1530

Abstract

The development of Day Old Duck (DOD) marketing activities in Modopuro Village, Mojokerto Regency can be done by selecting the most efficient marketing channel. The purpose of this study is to measure the level of marketing efficiency of DOD. The marketing efficiency indicator itself can be seen based on the marketing channel, the amount of margin and the value of the farmer's share, while to strengthen the measurement of the level of marketing efficiency, it is analyzed using the marketing efficiency index method. The results showed that there were four DOD marketing channels in Modopuro Village, namely channel I: hatchers - collectors - consumers, channel II: hatchers - consumers, channel III: hatchers - retailers - consumers, channel IV: hatchers - collectors - retailers - consumer. In succession, the marketing margins for the four channels are IDR 4,500 / head, IDR - / head, IDR 1,500 / head, and IDR 5,500 / head. The farmers' share value for channel I was 61%, channel II was 100%, channel III was 80%, and channel four was 53%. As for the analysis of the marketing efficiency index, the value of ME in the four DOD marketing channels, respectively, is 26, 31, 27, and 15.
Strategi Segmenting, Targeting dan Positioning Sawi Pakcoy Organik Brenjonk Milanda Nisful Laili; Wahyu Santoso; Sri Widayanti
JURNAL AGRIBISNIS Vol. 10 No. 2 (2021): JURNAL AGRIBISNIS
Publisher : Program Studi Agribisnis, Fakultas Pertanian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32520/agribisnis.v10i2.1537

Abstract

Penelitian ini bertujuan untuk menentukan segmenting, targeting dan postioning dari sawi pakcoy organik Brenjonk. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu purposive sampling dengan jumlah responden 50 orang konsumen. Analisis data untuk segmenting dan targeting menggunakan cluster analysis dan crosstab, sedangkan analisis data positioning menggunakan correspondence analysis. Metode pengumpulan data yang dilakukan dengan observasi, wawancara dan kuesioner. Hasil dari penelitian ini menunjukkan bahwa terdapat 3 segmen dengan presentase dari segmen 1 (44%), segmen 2 (20%) dan segmen 3 (36%). Berdasarkan daya tarik pasar, target pasar utama sawi pakcoy organik Brenjonk adalah segmen 1 (44%). Positioning produk berdasarkan correspondence analysis sawi pakcoy organik Brenjonk memiliki keunggulan pada atribut harga, kesegaran, tekstur dan rasa. Target of this research is to know segmenting, targeting and positioning of Brenjonk organic pakcoy mustard. The sampling technique used in this study was purposive sampling with 50 respondents as consumers. Data analysis for segmenting and targeting used cluster analysis and crosstab, while positioning data analysis used correspondence analysis. Methods of data collection carried out by observation, interviews and questionnaires.The results of this study indicate that there are 3 segments with a percentage of segment 1 (44), segment 2 (20%) and segment 3 (36%). Based on market attractiveness, the main target market for Brenjonk organic pakcoy mustard is segment 1 (44%). Product positioning based on correspondence analysis of Brenjonk organic pakcoy mustard has advantages in the attributes of price, freshness, texture and taste.
Strategi Pemasaran Mangga Klonal 21 di Kabupaten Pasuruan Nur Yunita Puspitasari; Wahyu Santoso; Hamidah Hendrarini
JURNAL AGRIBISNIS Vol. 10 No. 2 (2021): JURNAL AGRIBISNIS
Publisher : Program Studi Agribisnis, Fakultas Pertanian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32520/agribisnis.v10i2.1539

Abstract

Tujuan penelitian ini guna mengetahui strategi komunikasi pemasaran yang tepat pada sentra budidaya mangga klonal 21. Data dikumpulkan melalui tahap observasi dan wawancara mendalam kepada petani mangga klonal 21 menggunakan kuisioner. SWOT digunakan untuk menentukan strategi yan tepat dalam memasarkan mangga klonal 21 berdasarkan faktor internal dan eksternal. Strategi yang tepat sesuai SWOT berupa melakukan diversifikasi produk guna menaikkan penjualan revenue secara signifikan. Strategi diversifikasi yang dapat diterapkan pada komunikasi pemasaran yakni mengembangkan promosi di media sosial dengan memanfaatkan e-commerce seperti shopee dan website resmi mangga klonal 21 sehingga konsumen akan mengetahui informasi dari pemasaran tersebut. Matriks QSPM digunakan untuk mengetahui alternatif strategi yang akan digunakan. Alternatif strategi tersebut berupa melakukan pengembangan off season guna memenuhi permintaan pasar. The purpose of this study was to determine the right marketing communication strategy at the clonal 21 mango cultivation center. The data collection method used quantitative descriptive with the stages of observation, interviews and the use of SWOT questionnaires to clonal 21 mango farmers which was used to determine the right strategy in marketing clonal 21 mango based on internal and external factors. The sampling technique used was purposive sampling method which used non-random sampling with a population of 120 farmers who used a sample of 50 farmers because they were still members of one Gapoktan. The right strategy according to SWOT is to diversify products to increase revenue sales significantly. Diversification strategies that can be applied to marketing are developing processed products made from clonal 21 mangoes and using social media as a marketing medium to attract consumer buying interest while outside Pasuruan Regency. The QSPM matrix is ​​used to find out the alternative strategies to be used. The alternative strategy is conducting off season development to meet market demand and developing processed products by prioritizing the quality of human resources in the form of using technology to support the quality and quantity of clonal mangoes.
Co-Authors Hamidah Hendrarini Milanda Nisful Laili Nur Yunita Puspitasari Sri Widayanti Vivi Irawati