CD Skripsi

Strategi Pemasaran Durian Sebagai Komoditi Unggul Di Kecamatan Bantan Kabupaten Bengkalis

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ABSTRACT
This research aims to: (1) identify the marketing channels and marketing
institutions of durian in Bantan Subdistrict, Bengkalis Regency; (2) analyze the
marketing costs, marketing margins, and marketing efficiency in each marketing
channel; and (3) formulate appropriate marketing strategies for durian agribusiness
based on SWOT and Analytical Hierarchy Process (AHP) analysis. This study was
conducted in Bantan Subdistrict, Bengkalis Regency, using a descriptive
quantitative approach. Respondents were selected purposively and consisted of
farmers, collectors, retailers, consumers, and durian processing industries. The data
used included primary data obtained from interviews and questionnaires, as well as
secondary data from related institutions. The analysis methods employed were
marketing margin analysis, marketing efficiency, SWOT analysis, and AHP for
strategy prioritization. The results showed that the durian marketing channels in
Bantan Subdistrict consist of six types of channels involving various marketing
institutions. Marketing margin analysis revealed that the longer the channel, the
higher the margin, but the lower the efficiency. The most efficient marketing
channel was found in the direct distribution from farmers to consumers. The
SWOT–AHP integration results indicated that the priority strategy for durian
marketing development in Bantan Subdistrict is to strengthen the promotion and
distribution system through digital platforms, improve product quality and postharvest
handling, and enhance cooperation among marketing institutions. These
findings suggest that improving marketing efficiency and applying appropriate
marketing strategies can increase farmers’ income and strengthen the
competitiveness of local durian agribusiness in Bengkalis Regency.
Keywords: Durian, Efficiency, Marketing, SWOT, AHP

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106125549

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106125549

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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