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All Journal Jurnal Ilmiah SOSIO AGRIBIS
Erna Haryanti Koestedjo
Wijaya Kusuma Surabaya University
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

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STRATEGI PEMASARAN CABAI (Capsicum annum L.) DALAM UPAYA MENINGKATKAN VOLUME PENJUALAN DI PASAR INDUK PARE KABUPATEN KEDIRI Elisabeth Dwina Steinela; Erna Haryanti Koestedjo; Koesriwulandari Koesriwulandari
Jurnal Ilmiah Sosio Agribis Vol 22, No 2 (2022): Jurnal Ilmiah Sosio Agribis Vol 22 No 2
Publisher : Study Program of Agribusiness, Faculty of Agriculture, University of Wijaya Kusuma Surabay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/jisa22220221989

Abstract

This study aims to analyze the internal factors and external factors as well as analyze the marketing strategy of the chili business at the Pare Kediri Central Market. Data analysis was carried out by identifying internal factor evaluation (IFE) and external factor evaluation (EFE), determining the appropriate strategy through the IE matrix and SWOT matrix. The results of the study found that internal factors influenced the marketing of chili businesses at the Pare Kediri Main Market. External factors that had an influence were the existence of partnerships between farmers, traders and industry players to expand the marketing network as an opportunity in chili business marketing while the chili payment system used a hanger system which is a threat to chili traders. Judging from the results of the analysis of IFAS and EFAS factors using the SWOT quadrant matrix, the marketing strategy for the chili business is in quadrant I, which means that this condition has a positive meaning to continue marketing the chili business at the Pare Central Market, Kediri. By paying attention to the several SO strategies that have been prepared, one of the right strategies is to expand the marketing and distribution of chili commodities by utilizing social media technology to increase sales volume inside and outside the Kediri Pare Central Market in a sustainable manner.Keywords: Chili, Marketing Strategy, SWOT
Analisis Preferensi Konsumen Bunga Krisan Potong (Chrysanthemum morifolium) Di Jawa Timur Tina Arum Afiati; Koesriwulandari Koesriwulandari; Erna Haryanti Koestedjo
Jurnal Ilmiah Sosio Agribis Vol 22, No 2 (2022): Jurnal Ilmiah Sosio Agribis Vol 22 No 2
Publisher : Study Program of Agribusiness, Faculty of Agriculture, University of Wijaya Kusuma Surabay

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30742/jisa22220221986

Abstract

This study aims to analyze the attributes of cut chrysanthemums that have a relationship with the consumption of cut chrysanthemums in East Java, analyze the attributes of cut chrysanthemums that are preferred and most considered in East Java and analyze consumer attitudes towards the attributes of cut chrysanthemums in East Java. The research location was determined deliberately, namely in East Java which is a consumptive area for cut flowers. Respondents were determined by the Solvin Formula, namely 100 respondents. The analytical method used is the chi-square analysis method and fishbein multi-attribute analysis. The results showed that: Attributes that were significantly related to the consumption of cut chrysanthemum flowers were type attributes, consumer preferences in East Java were spray cut chrysanthemum flowers, white in color, and in the shape of a pompom. The attribute of cut chrysanthemums that is most considered in purchasing decisions is the color attribute. The most considered to the less considered attributes are color, shape, and type. Consumer attitudes towards the attributes of shape, type, and color of cut chrysanthemum flowers are positive.Keywords: Chrysanthemum Flower, Chi-Square Analysis, Consumer Preference, Fishbein Multiattribute Analysis
Co-Authors Elisabeth Dwina Steinela Koesriwulandari Koesriwulandari Tina Arum Afiati