STRATEGI PEMASARAN TANAMAN HIAS DI KOTA MATARAM - Dini Arthawidya Putri (Department of Agricultural Social Economics Faculty of Agriculture University of Mataram, 2015)
ABSTRAK Penelitian ini bertujuan untuk mengetahui: (1) manajemen pemasaran tanaman hias di Kota Mataram; (2) faktor internal dan eksternal usaha pemasaran tanaman hias di Kota Mataram; (3) strategi pemasaran untuk meningkatkan omzet penjualan tanaman hias di Kota Mataram. Metode yang digunakan dalam penelitian ini adalah metode deskriptif. Lokasi penelitian ditentukan secara purposive sampling, yaitu Kecamatan Ampenan, Mataram, dan Selaparang. Selanjutnya di ketiga kecamatan ini dilakukan survai untuk menentukan perusahaan yang memenuhi dua kriteria, yaitu: (1) mengusahakan lima jenis tanaman hias (Anthurium, Aglaonema, Dendrum, Palem, dan Sanseveria), (2) menjual dan menyewakan kelima jenis tanaman hias tersebut. Hasilnya adalah Sekar Ulangun Nursery terletak di Kecamatan Mataram, Nadi Mulya Roses terletak di Kecamatan Selaparang, dan Putu Garden & Sulution di Kecamatan Ampenan. Responden dalam penelitian ini adalah pemilik perusahaan tanaman hias. Analisis data yang digunakan adalah analisis deskriptif, analisis IFAS dan EFAS, analisis SWOT dan QSPM. Hasil dari penelitian ini adalah: (1) Pelaksanaan manajemen pemasaran usaha tanaman hias berdasarkan 4P (product, price, place, promotion); (2) Faktor strategis internal dan eksternal usaha pemasaran tanaman hias terdiri atas kekuatan, kelemahan, peluang, dan ancaman; (3) Strategi prioritas usaha pemasaran tanaman hias adalah menguasai manajemen pemasaran. ABSTRACT The aim of this research was to find out about : (1) marketing management of ornamental plants in Mataram; (2) internal and external factors of marketing business of ornamental plants in Mataram; (3) marketing strategy to increase sales turnover of ornamental plants in Mataram. The method used in this research was descriptive method. The research location was determined by purposive sampling, and the districts of Ampenan, Mataram, and Selaparang were selected. Furthermore, in the three districts survey was conducted to determine the companies that meet two criteria, namely: (1) market five species of ornamental plants (Anthurium, Aglaonema, Dendrum, Palm, and Sanseveria), (2) sell and lease the five species of ornamental plants. The result is that Sekar Ulangun Nursery located in the District of Mataram, Nadi Mulya Roses located in District of Selaparang, and Putu Garden & Sulution in District of Ampenan. Respondents in this study were the company owners of ornamental plants. Analyses of the data used were descriptive analysis, IFAS and EFAS analysis, SWOT analysis and QSPM. The results of this study are: (1) The marketing management of ornamental plants business was based on 4P (product, price, place, promotion); (2) strategic internal and external factors marketing of ornamental plant consists of strength, weakness, opportunities, and threats; (3) Priority strategy for marketing ornamental plants business is to master marketing management.