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Elly Rasmikayati
Departemen Sosial Ekonomi Pertanian, Fakultas Pertanian, Universitas Padjadjaran
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PERMINTAAN DOMESTIK ANTHURIUM: FAKTOR KONSUMEN DAN STRATEGI PEMASARAN PT KARTEL DAUN INTERNATIONAL Elly Rasmikayati; Eti Suminartika; Bobby Rachmat Saefudin
Jurnal Pertanian Agros Vol 28 No 3 (2026): EDISI JULI
Publisher : Fakultas Pertanian Universitas Janabadra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37159/jpa.v28i3.221

Abstract

PT Kartel Daun International cultivates, hybridizes, and markets ornamental Anthurium, but its domestic sales remain volatile. This study described the marketing system, identified factors associated with domestic demand, and formulated development strategies. A qualitative case study involved 12 informants from management, operational and sales staff, and domestic consumers. Data from in-depth interviews, observation, and documentation were validated through source and technique triangulation, then analyzed inductively using NVivo and qualitative SWOT. The company applied hybrid marketing through social media, marketplaces, websites, live sales, and greenhouse visits, supported by barcode, SKU, and RFID inventory systems. Domestic demand was associated with consumer knowledge, price perception, purchasing experience, substitute products, purchasing power, and preferences for unique plant characteristics. Collectors evaluated price relative to rarity, leaf form, verified identity, and service quality. The proposed strategies comprise localized sales channels and payment methods, entry-level product segmentation, and value-based communication to broaden the domestic market while preserving premium positioning.
Co-Authors AD Rachmah AD Rachmah AD Rachmah, AD Rachmah Adi Nugraha Agriani Hermita Sadeli Ahmad Choibar Tridakusumah Ai Sri Hartati Akbar Adiputra Irawan Alifia, Salma Alvi Nurin Deanier Alvi Nurin Deaniera Alvi Nurin Deaniera Amallia Ridhatillah Andraeni, Nabila Sukma Anjelia, Serly Anne Charina Anton Eisa Putra Arisyi, Yudistira Haikal Asep Faisal Augustiani, Ayu Andira Aurelia Fadhilah Sari Aurelia Fadhilah Sari Azizah, Mentari Nur Bambang Yudi Ariadi Bayu Utomo Sumarsah, Muhammad Nugroho Bobby Rachmat Saefudin Bobby Rachmat Saefudin Bobby Rachmat Saefudin Briani Fahriah Ramadhani Purnomo Damanik, Marisa Sara Derifa Shafa Elwinda Dhany Esperanza Dhany Esperanza Dika Supyandi Dika Supyandi Dika Supyandi Dina Dwirayani Dini Rochdiani Dwirayani, Dina Eddy Renaldi Eka Purna Yudha Elfadina, Ellisa Agri Eliana Wulandari Ellisa Agri Elfadina Endah Djuwendah Erna Rachmawati Erna Rachmawati Ernah Ernah Ery Supriyadi R. Eti Suminartika Fahira, Difa Rizki Faujiah, Sifa Fellingga Cahayu Garwa Widadari Budoyo Fitri Awaliyah Fitriana Wati Gema Wibawa Mukti Gilangsari Putri Gunardi Judawinata Halim, Indah Oktavia Hanifatur Aziz Nur Ishmah Hanipradja, R.A. Sukma Ayu Hendrik Johannes Nadapdap Hendrik Nadapdap Hepi Hapsari Hesty Nurul Utami Irawan, Akbar Adiputra K, Maman Haeruman Kevin Marsa Tilano Khairuna Utami Kuswarini Kusno Lies Sulistyowati Lucyana Trimo Lucyana Trimo Lucyana Trimo, Lucyana Mahra Arari Heryanto Mentari Nur Azizah Mentari Nur Azizah Minar, Jeane Felicia Nolly Mochamad Dafa Zikriawan Purnama Mufti Helmi Mufti Helmi Muhammad Nugroho Bayu Utomo Sumarsah Nisrina Guzmarani Nur Halimah Amir Nur Syamsiyah Nur Syamsiyah Nur Syamsiyah Nur Syamsiyah Nurisa Asrienda Shafira O Hasbiansyah Pandi Pardian Rachmah, Alisabela Dhiya Raden Ajeng Sukma Ayu Hanipradja Rahmah, Ulya Rahman Syakur Rani Andriani Rani Andriani Budi Kusumo Resa Ana Dina Riky Rizkiansyah Risyad M. Ikhsan Ronnie Susman Natawidjaja Sara Qanti Serly Anjelia SETIAWAN, IWAN Shintiya Devi Siregar Sintia Afriyanti Sintia Afriyanti Sintia Afriyanti Siti Tari Syamsiah Sri Fatimah Sri Fatimah Sri Fatimah Sulistyodewi Nur Wiyono Sulistyodewi Nur Wiyono Supriyadi Supriyadi Supriyadi Supriyadi Trisna Insan Noor Tuhpawana Priatna Sendjaja Tuti Karyani Waqi, Lutfi Ahmad Wati, Fitriana Widyarina Ramadhani widyarina Ramadhani Yayat Sukayat Yayat Sukayat Yayat Sukayat Yayat Sukayat Yayat Sukayat, Yayat Yayi Suryo Prabandari Yohana Esfrensa Millenia Indah Simatupang Yomitha Faradina Yudistira Haikal Arisyi Yudistira Haikal Arisyi Yudistira Haikal Arisyi Yulia Sari Yuniar Dianti Fauziah Yuniar Dianti Fauziah Yuniar Dianti Fauziah Yuyun Yuwariah Zikriawan Purnama, Mochamad Dafa Zumi Saidah