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All Journal Jurnal Agristan Indonesian Journal of Agriculture and Environmental Analytics
Anggraeni, Wishnu
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Agriculture, Biological Sciences & Forestry Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Health Professions Physics Social Sciences

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Strategy for Developing a Rice-Fish Farming Business based on Agrotourism in Panembangan Village, Cilongok District, Banyumas Regency Anggraeni, Wishnu; Watemin, Watemin; Lumongga, Dumasari; Budiningsih, Sulistyani
Indonesian Journal of Agriculture and Environmental Analytics Vol. 4 No. 2 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijaea.v4i2.15200

Abstract

Mina padi, as a form of integrated agriculture that combines rice and fish farming, has dual potential as a food source and an educational tourism object. Although the Mina Padi Panembangan Tourism is the only rice-fish agrotourism in Banyumas and is conceptually a Smart Fisheries Village, its area has shrunk from 25 Ha to 11 Ha, indicating a decline. This research aims to formulate a development strategy for rice-fish integrated agrotourism in Panembangan Village, Cilongok District, Banyumas Regency. This study uses a descriptive qualitative and quantitative approach, with data obtained from 4 internal respondents (managers and farmers) and 50 external respondents (visitors). Data analysis was conducted through three stages: internal (IFE) and external (EFE) environmental analysis, SWOT analysis, and the Analytical Hierarchy Process (AHP) to determine priority strategies. The results of the IFE and EFE analyses indicate that the business position is in Quadrant I, suggesting a highly favorable situation for aggressive growth. Based on the AHP analysis, the main priority strategy is to submit a grant proposal to support the sustainability of activities in the rice-fish farming area for the rice-fish tourism series as an initial step in the growth and development of the rice-fish farming business, with a weight result of 0.192. This strategy is expected to support the sustainable growth and development of the rice paddy-based agrotourism business in Panembangan Village.
Analisis Strategi Pemasaran Pada UMKM Ninong Snack Dengan Menggunakan Metode Mix Marketing 7P Anggraeni, Wishnu; Utami, Pujiati
Jurnal Agristan Vol 7, No 2 (2025): Jurnal Agristan
Publisher : Jurusan Agribisnis, Fakultas Pertanian, Universitas Siliwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37058/agristan.v7i2.13914

Abstract

Perkembangan dunia usaha di masa kini semakin meningkat dengan bukti banyaknya usaha yang menjual produk dengan jenis yang sama. Maka untuk menghadapi persaingan usaha yang semakin ketat perusahaan dituntut untuk cepat dan tanggap dalam mengambil keputusan agar usaha yang didirikannya dapat berkembang dengan baik. Penelitian ini bertujuan untuk menentukan faktor-faktor yang mempengaruhi pemasaran di UMKM Ninong Snack, strategi segmentasi, targeting, dan positioning di UMKM Ninong Snack, serta analisis Mix Marketing di UMKM Ninong Snack. Penelitian ini dilaksankan di UMKM Ninong Snack dengan menggunakan metode studi lapangan dan deskripstif kualitatif dengan mendeskripsikan sesuatu secara sistematis, dilakukan dengan cara observasi, wawancara, serta dokumentasi. Jenis data yang digunakan adalah data primer yang bersumber dari hasil wawancara, data observasi lapangan pada UMKM Ninong Snack, serta data sekunder yang diperoleh dari penelitian terdahulu atau studi kepustakaan lainnya. Hasil penelitian menujukkan faktor yang mempengaruhi pemasaran berupa faktor internal dan eksternal, strategi segmentasi meliputi 4 variabel demografi, geografi, psikografi, dan perilaku konsumen, targeting dengan pendekatan selective specialization, serta positioning dengan berdasarkan harga dan kualitas, dan mix marketing 7P pada UMKM Ninong Snack.
Co-Authors Dumasari Dumasari, Dumasari Pujiati Utami Sulistyani Budiningsih Watemin Watemin