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All Journal Jurnal Riset Kajian Teknologi dan Lingkungan Jurnal Sosial Ekonomi Pertanian
Lukman Hakim
Universitas Samawa
Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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BAURAN PEMASARAN BUAH DI TOKO BUAH EWI KECAMATAN SUMBAWA Kamasdianti Kamasdianti; Alia Wartiningsih; Lukman Hakim; Siti Nurwahidah; Yadi Hartono
JURNAL SOSIAL EKONOMI PERTANIAN Vol 6 No 2 (2026): Jurnal Sosial Ekonomi Pertanian
Publisher : Alia Wartiningsih, M.Si

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58406/jsep.v6i2.2512

Abstract

This study aimed to analyze the marketing mix implemented by Ewi Fruit Store in Sumbawa District. The research was conducted in April 2025. The study location was selected purposively, while respondents were chosen using an accidental sampling technique. A descriptive research method was employed, involving 30 consumers who purchased fruit at Ewi Fruit Store. Data were analyzed using the Likert scale. The results showed that the store implemented the marketing mix through a variety of strategies. In terms of product, the store offered a wide range of local and imported fruits, with some products packaged using plastic wrapping, clamshell boxes, and foam nets. Pricing was determined based on market prices and adjusted according to the type, quality, size, and packaging of the fruit. The store was strategically located and easily accessible to customers. Promotional activities included the use of banners, word-of-mouth marketing, and social media. Employees provided friendly, polite, neat, and responsive customer service. The service process included product selection, weighing, payment, and packaging. Physical evidence consisted of a clean and well-organized store, supported by facilities such as weighing scales and air conditioning. Consumer responses indicated that all elements of the marketing mix were rated very good, with average scores of 22.27 for product, 22.23 for price, 23.20 for place, 21.10 for promotion, 22.17 for people, 23.17 for process, and 21.67 for physical evidence. These findings indicate that the marketing mix implemented by Ewi Fruit Store has been highly effective.
ANALISIS SALURAN PEMASARAN USAHATANI JAGUNG HIBRIDA DI DESA JAYA MAKMUR KECAMATAN LABANGKA Novika Komalasari; Alia Wartiningsih; Lukman Hakim; Muhammad Aries Zukhri Angkasa; Yadi Hartono
JURNAL SOSIAL EKONOMI PERTANIAN Vol 5 No 2 (2025): Jurnal Sosial Ekonomi Pertanian
Publisher : Alia Wartiningsih, M.Si

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58406/jsep.v5i2.2534

Abstract

This study aims to: (1) analyze the marketing channels of hybrid maize in Jaya Makmur Village, Labangka District; and (2) analyze the farmer's share, marketing margin, and marketing efficiency of hybrid maize in Jaya Makmur Village, Labangka District. The research was conducted in April 2025. Respondents were selected using a purposive sampling technique. The study population consisted of 1,157 farmers from 28 farmer groups. Seven farmer groups were selected based on the criterion that they had the largest membership (more than 55 members). The sample size was determined using quota sampling by selecting five respondents from each farmer group, resulting in a total of 35 respondents. The data were analyzed using Farmer's Share, marketing margin, and marketing efficiency analyses. The results showed that there were two hybrid maize marketing channels in Jaya Makmur Village, Labangka District. The first marketing channel was: farmers ? district-level wholesaler (PT. Segar Agro Nusantara). The second marketing channel was: farmers ? village collector ? district-level wholesaler (PT. Segar Agro Nusantara). The Farmer's Share was 60% for the first marketing channel and 53% for the second marketing channel. The total marketing margin in the first marketing channel was IDR 0, while the marketing margin in the second marketing channel was IDR 400/kg. The marketing efficiency of the first marketing channel was 0.08 (8%), whereas that of the second marketing channel was 0.09 (9%). Therefore, the first marketing channel was more efficient than the second because longer marketing channels incur higher marketing costs, resulting in higher prices paid by consumers.
Co-Authors Ahmad Rohim Ramdhany Alia Wartiningsih Amri Kusuma Annas Annas Artya Nanda Dewi Febriyanti Dwi Mardhia Fitroh Alvaniah Ahmad Galang Prakosa Ilsa Oktafia Jhon Kenedi Kamasdianti Kamasdianti Karmi Safitri Demula Kristijuswati Kristijuswati Lita Elsa Elya Risma M Irfan Adekantari Muhammad Aries Zukhri Angkasa Muhammd Aries Zukhri Angkasa Nila Wijayanti Novika Komalasari Ririn Wahyu Agustin Rudi Masniadi Siti Nurwahidah Susilawati Susilawati Syahdi Mastar Syaifuddin Iskandar Wahyu Fajri Ramdani Wahyu Wandani Wiwin Mindartini Yadi Hartono Yudha Zulti Saputra