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Analisis Strategi Pemasaran Sayuran Hidro Ponik Pada Kebun Kita Hydrofarm Dan Microgreenkelurahan Tobek Godang Kecamatan Binawidya Kota Pekanbaru

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ABSTRACT
Vegetables play an important role in meeting human needs, especially in terms of the sufficiency of food and nutrition needed. One of the agricultural innovations in agricultural cultivation is the hydroponic system. This study aims to (1) Identify internal factors and external factors that affect the marketing of Kebun Kita Hydrofarm and Microgreen's hydroponic business (2) Formulate a marketing strategy and determine the marketing priority strategy of the hydroponic business implemented by Kebun Kita Hydrofarm and Microgreen. This research was conducted in Tobek Godang Village, Binawidya District, Pekanbaru City. This study uses a qualitative descriptive method to analyze the first goal and a quantitative method with a SWOT approach and an Analytical Hierarchy Process (AHP) approach to analyze the second goal. Data were collected from people who were considered experts in the study. The results showed that the internal factors of the hydroponic vegetable business have the strengths of quality products, social media as product branding, availability of various types of lettuce, strategic business location and responsive service. Weaknesses with a limited market, inconsistent product quality, high selling prices and lack of social media utilization. External factors of the hydroponic vegetable business have opportunities for high demand for hydroponic vegetables, broad market opportunities and the development of digital marketing as a marketing system. Threats with many competitors with similar products, cheap and easily available non-hydroponic vegetables and limited control of pests and plant diseases. The priority strategy for marketing hydroponic vegetables at Kebun Kita Hydrofarm and Microgreen is to optimize the use of social media and strategic locations to strengthen branding and reach consumers through effective digital marketing (0.192) using expert choice.
Keywords: Marketing strategy, hydroponics, SWOT matrix, AHP

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2006114459

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2006114459

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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