Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/22543
Title: Analisis Strategi Pemasaran Sayuran Hidroponik di Masa Pandemi COVID-19
Authors: Ardi, Fiza
Keywords: Bale Hidroponik;SWOT;QSPM;pemasaran;COVID-19
Issue Date: 2021
Abstract: Tujuan dari penelitian ini adalah menganalisis strategi pemasaran sayuran hidroponik di masa pandemi Covid-19. Penelitian ini dilakukan di Bale Hidroponik Jalan Mutiara No. 35 Kelurahan Bugel, Kecamatan Sidorejo, Kota Salatiga - 50714, Jawa Tengah – Indonesia pada bulan Juni – Agustus 2020. Penelitian menggunakan metode kualitatif dan kuantitatif. Pengumpulan data menggunakan teknik observasi, wawancara, dan studi dokumentasi. Data yang digunakan adalah data primer dan sekunder, dimana data primer diperoleh dari hasil wawancara dengan informan kunci yakni pemilik dan koordinator pemasaran Bale Hidroponik dan informan pendukung, sedangkan data sekudner meliputi data informasi yang dikumpulkan dari internet mengenai Bale Hidroponik. Data dianalisis menggunakan analisis SWOT dan QSPM. Hasil penelitian menunjukan kekuatan yang memiliki skor tertinggi dalam pemasaran sayuran hidroponik yakni kemasaran sayuran Bale Hidroponik menarik, kelemahan skor tertinggi yakni pelayanan belum menggunakan admin khusus, peluang skor tertinggi yakni pengguna media sosial bertambah, dan ancaman tertinggi yakni kondisi perekonomian yang tidak kondusif. Strategi pemasaran sayuran yang mendapat nilai STAS tertinggi yaitu menjalin kerja sama dengan distributor yang potensial untuk menambah pangsa pasar. Selain strategi tersebut terdapat alternatif pilihan strategi yang direkomendasikan antara lain edukasi masyarakat, meningkatkan kualitas sayur, menambah varian sayur, menambah mitra petani dan lahan budidaya, meningkatkan promosi, menggunakan peralatan terkini, dan membuka cabang di luar Salatiga.
The purpose of this study was to analyze the hydroponic vegetable marketing strategy implemented in the midst of the Covid-19 pandemic. This research was conducted at Bale Hydroponics Jalan Mutiara No. 35 Bugel Village, Sidorejo District, Salatiga City - 50714, Central Java – Indonesia in Juni - August 2020. The study used descriptive qualitative methods. Collecting data using observation, interviews, and documentation studies. The data used include primary data and secondary data, primary data is obtained from interviews with key informants, namely the owner and marketing coordinator of Bale Hydroponics and supporting informants, while secondary data includes information data collected from the internet regarding Bale Hydroponics. The data obtained will be analyzed using SWOT and QSPM analysis. The results showed strengths that have the highest score in hydroponic vegetable marketing by Bale Hydroponik vegetable marketing which is attractive, the weakness of the highest score is that the service has not used a special admin, the opportunity for the highest score is increasing social media users, and the highest threat is unfavorable economic conditions that the vegetable marketing strategy implemented. That received the highest STAS score, namely collaborating with potential distributors to increase market share. In addition to these strategies, there are alternative strategies that are recommended to Bale Hydroponics such as public education, improving vegetable quality, adding vegetable variants, adding farmer partners and cultivation areas, increasing promotions, using the latest equipment, and opening branches outside Salatiga.
URI: https://repository.uksw.edu/handle/123456789/22543
Appears in Collections:T1 - Agribusiness

Files in This Item:
File Description SizeFormat 
T1_522017065_BAB I.pdf
  Until 2999-01-01
562.51 kBAdobe PDFView/Open Request a copy
T1_522017065_BAB II.pdf
  Until 2999-01-01
742.03 kBAdobe PDFView/Open Request a copy
T1_522017065_BAB III.pdf
  Until 2999-01-01
604.06 kBAdobe PDFView/Open Request a copy
T1_522017065_BAB IV.pdf
  Until 2999-01-01
887.01 kBAdobe PDFView/Open Request a copy
T1_522017065_BAB V.pdf
  Until 2999-01-01
493.58 kBAdobe PDFView/Open Request a copy
T1_522017065_Daftar Pustaka.pdf616.62 kBAdobe PDFView/Open
T1_522017065_Judul.pdf853.54 kBAdobe PDFView/Open
T1_522017065_Lampiran.pdf
  Until 2999-01-01
1.8 MBAdobe PDFView/Open Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.