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All Journal Agroteksos Indo-Fintech Intellectuals: Journal of Economics and Business
Amry Rakhman
Universitas Mataram
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Efisiensi Pemasaran Usaha Budidaya Jamur Tiram Putih di Kota Mataram Aeko Fria Utama FR; Muhammad Nursan; Amry Rakhman
Indo-Fintech Intellectuals: Journal of Economics and Business Vol. 4 No. 2 (2024): Indo-Fintech Intellectuals: Journal of Economics and Business
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/ifijeb.v4i2.1213

Abstract

One of the factors that can influence the success of the mushroom business can be seen from the marketing channels and marketing efficiency of the oyster mushroom cultivation business. This research aims to analyze channel profits and marketing efficiency of white oyster mushroom cultivation businesses in Mataram City. The method used in this research is a descriptive method, collecting data obtained using survey and interview techniques. The unit of analysis is the oyster mushroom cultivation business in Mataram City. The determination of the area in this study was determined by "purposive sampling" in Mataram City. The determination of respondents was carried out by census, meanwhile. The data analysis used is marketing channel analysis and marketing efficiency. The research results show that the average profit obtained is IDR. 12,790,868 per area of cultivated land, during one production process. The marketing channel for white oyster mushrooms in Mataram City consists of two channels, channel I is a direct marketing channel, namely producers directly to final consumers and marketing channel II, namely farmers - retailers - final consumers. The marketing channel for white oyster mushrooms in Mataram City is considered efficient, because the producer share value in marketing channel I is 100% and marketing channel II is 80% with a marketing margin of Rp. 5,000/Kg so that marketing channels I and II are said to be efficient because they are greater than 60%
ANALISIS STRATEGI PEMASARAN AGRIBISNIS RUMPUT LAUT DI KAWASAN MINAPOLITAN KABUPATEN LOMBOK TIMUR Fadli Fadli; Amry Rakhman
AGROTEKSOS, Jurnal Ilmiah Ilmu Pertanian Vol 36 No 1 (2026): Jurnal Agroteksos April 2026
Publisher : Fakultas Pertanian Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/agroteksos.v36i1.1661

Abstract

Agribisnis rumput laut merupakan sistem usaha yang mencakup sub sistem-sub sistem yang saling berkaitan meliputi sub system hulu, sub system onfarm, subsistem hilir, dan subsistem penunjang. Tujuan penelitian ini adalah untuk menganalisis strategi pemasaran yang sesuai dalam pengembangan agribisnis rumput laut di Kawasan Minapolitan Kabupaten Lombok Timur. Penelitian ini dilakukan di Kawasan Minapolitan Desa Seriwe Kecamatan Jerowaru Kabupaten Lombok Timur. Penelitian mulai dilakukan sejak bulan Maret sampai dengan bulan Mei 2026. Jumlah responden dalam penelitian ini sebanyak 35 orang. Penelitian ini menggunakan ocus wawancara terstruktur dengan bantuan kuesioner serta observasi langsung untuk memahami kondisi nyata kegiatan pemasaran rumput laut. Sumber data yang digunakan dalam penelitian ini terdiri dari data primer dan data sekunder. Analisis data dalam penelitian ini menggunakan analisis IFE, EFE, dan IE untuk memperoleh rumusan strategi yang tepat dalam pemasaran agribisnis rumput laut di Kawasan Minapolitan Kabupaten Lombok Timur. Hasil penelitian menunjukkan bahwa posisi strategi yang diperoleh berdasarkan analisis I-E berada pada kuadran V yaitu jaga dan pertahankan (hold and maintain). Strategi yang diterapkan adalah penetrasi pasar dan pengembangan produk. Maksudnya adalah pelaku usaha tidak disarankan untuk mengambil risiko ekspansi besar-besaran (agresif), tetapi ocus pada stabilitas melalui peningkatan efisiensi dan menjaga pangsa pasar yang ada.
Co-Authors Aeko Fria Utama FR Fadli Fadli Nursan, Muhammad