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All Journal Agrisocionomics: Jurnal Sosial Ekonomi Pertanian
Eva Dolorosa
Agribusiness Study Program, Faculty of Agriculture, Tanjungpura University, Indonesia
Agriculture, Biological Sciences & Forestry

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DIGITAL MARKETING STRATEGY OF DRAGON FRUIT COMMODITY IN JAWAI DISTRICT, SAMBAS REGENCY Windarti Windarti; Eva Dolorosa; Anita Suharyani
Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Vol 6, No 2 (2022): November 2022
Publisher : Faculty of Animal and Agricultural Science, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/agrisocionomics.v6i2.13756

Abstract

Dragon fruit is a plant that is widely cultivated and has a wide and diverse market reach so that it can improve the community's economy. Jawai District is an area that has the potential to cultivate dragon fruit with favorable climatic conditions. However, the increasing number of dragon fruit cultivation both within the region and outside the region will increase production so that an effective and efficient distribution channel is needed. The research objective is to understand the digital marketing of dragon fruit commodities. The research uses a qualitative descriptive method through data collection techniques with in-depth interviews about dragon fruit digital marketing strategies based on marketing mix indicators. The data analysis method used is SWOT analysis to identify internal and external elements and the AHP (Analytical Hierarchy Process) method to develop priority strategies. The results of the study using SWOT analysis show that the position is located at point (1.310; 0.086) or in quadrant 1, namely an aggressive strategy with an IFAS calculation of 2.586, and an EFAS calculation of 3.061. Determining strategic priorities using the AHP method produces alternative priority strategies, namely innovating with an attractive and up to date sales display, which results in a weight of 0.497. Conducting training and education related to digital marketing is the second priority which results in a weight of 0.242. These two strategies are a combination of choices to support the dragon fruit digital marketing strategy in increasing sales volume. Based on this, farmers need to innovate with attractive and up-to-date sales displays, such as adding digital platforms used by designing information so that promotional displays are more attractive. This should also be supported by training related to marketing from the Department of Agriculture.
DEVELOPMENT STRATEGY FOR COFFEE AGROTOURISM IN KUBU RAYA DISTRICT Ismawati Ismawati; Eva Dolorosa; Shenny Oktoriana
Agrisocionomics: Jurnal Sosial Ekonomi Pertanian Vol 6, No 2 (2022): November 2022
Publisher : Faculty of Animal and Agricultural Science, Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/agrisocionomics.v6i2.14724

Abstract

The problems faced by the group of young skippers group in realizing coffee plantations agro-tourism include not analyzing the potential of agro-tourism based on the 4A concept and the absence of a coffee plantation agro-tourism development strategy. This study aims to identify and analyze the potential for coffee plantation agro-tourism development based on the 4A concept, as well as developing a strategy for developing coffee plantations in Kubu Raya Regency. The research location is in Punggur Kecil Village, Sungai Kakap District, Kubu Raya Regency. The study started from August to December 2021. The primary data collection method was carried out by distributing questionnaires to respondents consisting of the Kubu Raya Regency tourism, culture and sports office, agricultural extension workers, village officials, visitors, coffee farmers and coffee skipper youth groups. The process of determining the strategy is carried out through the EFAS, IFAS, SWOT and QSPM matrices. The results show that the agro-tourism potential of coffee plantations is based on the 4A concept, namely attraction can be seen from the potential of plantations and natural potential. Sufficient accessibility and amenities available only in the from the parking area while other facilities are not yet available. Ancillary available in the form of Bank Kalbar ATM, Community Health Center and places of worship, from the SWOT analysis, describing alternative agro-tourism development strategies are in a position of the weakness-opportunity (WO) strategy, with the chosen strategy priority being strategy III. Attract investors to cooperate in building tourist facilities that are not yet available.
Co-Authors Anita Suharyani Ismawati Ismawati Shenny Oktoriana Windarti Windarti