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All Journal AGRITEPA: Jurnal Ilmu dan Teknologi Pertanian Biofarm : Jurnal Ilmiah Pertanian
Rom Ali Fikri, Muhamad
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Environmental Science Industrial & Manufacturing Engineering Materials Science & Nanotechnology

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Analysis Of Marketing Strategies Of Post Covid-19 Bromelia Ornamental Plants In Tamansari District, Bogor Regency Lifstania, Adinda; Abubakar, Abubakar; Rom Ali Fikri, Muhamad
AGRITEPA: Jurnal Ilmu dan Teknologi Pertanian Vol 12 No 1 (2025)
Publisher : UNIVED Press, Dehasen University Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/agritepa.v12i1.6155

Abstract

Purpose: This research aims to identify and analyze the main factors in Bromelia farmer production, formulate strategies, and determine priority strategies. Methodology: The research method used is descriptive analytical which is qualitative and quantitative. Primary data was obtained through interviews and questionnaires, secondary data through literature studies of relevant journals as well as BPS and local government data. Sampling was carried out by purposive sampling, the number of samples used was 20 people. Data analysis uses the Internal Factors Evaluation (IFE), External Factors Evaluation (EFE), Internal-External (IE) Matrix, SWOT Matrix, and QSPM Matrix. Results: The results of this research show that the main internal factor is that the location/village is already famous for its plant symbol. ornamental with a score of 0.42 and the main external factor is the demand for Bromeliads to date due to price stability. Finding: the potential for ornamental plant centers in Tamansari District, as well as price competition between farms of different plant types with a score of 0.341. Novelty : The resulting priority strategy The QSPM matrix with a STAS value (5.69) is to expand the reach and introduce Bromeliad plants to be able to collaborate with stakeholders. Type of Paper: Identifisuch as a research article.
Strategi Pemasaran Produk Bolu Tape Benteng di UMKM Mama Bolu Kota Tangerang: Marketing Strategy for Bolu Tape Benteng Products at UMKM Mama Bolu, Tangerang City Michelle Anggita Zahra; Yusiana, Ekalia; Rom Ali Fikri, Muhamad
Biofarm : Jurnal Ilmiah Pertanian Vol. 21 No. 1 (2025): BIOFARM JURNAL ILMIAH PERTANIAN
Publisher : Universitas Pekalongan

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Abstract

UMKM Mama Bolu berdiri pada tahun 2013 di Kecamatan Karawaci sebagai tempat oleh-oleh khas Kota Tangerang dan menyisipkan ciri khas Kota Tangerang yaitu “Kota Benteng” didalam nama produk bolu tape nya. Seiring berjalannya waktu, produksi bolu tape di UMKM Mama Bolu mengalami fluktuasi pada jumlah konsumen dan volume penjualan dalam sepuluh tahun terakhir. Penelitian ini bertujuan untuk merumuskan strategi pemasaran yang efektif berdasarkan faktor internal dan eksternal serta menentukan prioritas strategi pemasaran menggunakan metode Analytical Hierarchy Process (AHP). Metode penelitian yang dilakukan menggunakan pendekatan kombinasi metode kualitatif dan kuantitatif. Penelitian ini menggunakan data primer dan data sekunder. Pengumpulan data primer menggunakan kuesioner, wawancara, dan observasi. Informan di penelitian terdiri dari pemilik, produksi, dan pemasaran di UMKM Mama Bolu serta pelanggan yang berjumlah 12 orang, sementara data sekunder diperoleh dari dokumen internal UMKM dan literatur yang relevan. Teknik analisis yang digunakan meliputi Matriks IFE dan EFE, analisis SWOT, serta perhitungan prioritas strategi dengan AHP. Hasil penelitian menunjukkan bahwa beberapa strategi yang dapat diterapkan yaitu strategi pengembangan pangsa pasar, strategi inovasi produk, dan strategi penguatan hubungan dengan pemasok. Dari strategi yang diidentifikasi, strategi prioritas utama adalah strategi pengembangan pangsa pasar dengan bobot tertinggi sebesar 0,391.
Co-Authors Abubakar Abubakar Lifstania, Adinda Michelle Anggita Zahra Yusiana, Ekalia