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All Journal International Journal of Economics, Business and Innovation Research
Samsul Alam Fyka
Department Of Agribusiness, Faculty Of Agriculture, Halu Oleo University, Kendari
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis Of Business Product Marketing Mix Strategies Hydroponics During The Covid-19 Pandemic In Kendari City (Nuri Horti's Hydroponic Business Case Study) Fitra Rahmadani; Muhammad Aswar Limi; Samsul Alam Fyka
International Journal of Economics, Business and Innovation Research Vol. 2 No. 06 (2023): November, International Journal of Economics, Business and Innovation Research
Publisher : Cita konsultindo

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This study aims (1) to determine the marketing mix strategy of hydroponic business products during the Covid-19 period in Kendari City. This research was conducted in Bonggoeya, Wua-wua sub-district, Kendari City, Southeast Sulawesi. This research takes place from October 2021 to April 2022. The object of this research is the Horti Parrot hydroponic business. This research uses case study method with descriptive qualitative data analysis. This study aims to find out the marketing mix strategy used by the parrot hydroponic business during the Covid-19 pandemic by looking at product, price, place and promotion strategies. The data used in this study are primary data and secondary data. Data collection techniques are interviews and recording. From the results of research on Nuri Horti's hydroponic business products during the Covid-19 pandemic in Kendari City by meeting the demand for the types of vegetables that are in demand, giving discounts to customers, distributing their products to customers according to health protocols, and promoting products using social media WhatsApp and Facebook. Covid-19 had a positive impact on Nuri Horti's hydroponic business because during the pandemic, sales increased
Analysis of the marketing channel of cayyye cayme in the village Lalemba lawa district, west muna district Rista Astuti; Surni Surni; Samsul Alam Fyka
International Journal of Economics, Business and Innovation Research Vol. 2 No. 06 (2023): November, International Journal of Economics, Business and Innovation Research
Publisher : Cita konsultindo

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This research aims to determine the marketing channels for cayenne pepper, profits, margins, costs and marketing efficiency of cayenne pepper in Lalemba Village, Lawa District, West Muna Regency. The results of this research show that there is 1 marketing channel for cayenne pepper in Lalemba Village, Lawa District, West Muna Regency, namely: Farmers, Traders, Collectors Consumer.The marketing margin for the channel is IDR 10,000/Kg. Meanwhile, the profit from the marketing channel is IDR 6,953.4/Kg or the total profit for a month is IDR 1,043,010 Kg, this is because the marketing channel for cayenne pepper in Lalemba Village, Lawa District, West Muna Regency only has one marketing channel. The results of this analysis show that the percentage share of the price received by farmers (Farmer's Share) from the marketing of cayenne pepper in Lalemba Village, Lawa District, West Muna Regency is efficient, indicated by an FS value above 50%, namely FS = 84%.
Co-Authors Fitra Rahmadani Muhammad Aswar Limi Rista Astuti Surni Surni