Optimalisasi Bauran Pemasaran Madu Kelulut di Serdang Selangor Malaysia Menggunakan Metode 6P

Authors

  • M. Dio Fadhila Yulas
    Fakultas Pertanian Agribisnis Universitas Muhammadiyah Sumatra Utara
  • Juita Rahmadani Manik
    Fakultas Pertanian Agribisnis Universitas Muhammadiyah Sumatra Utara
  • Siti Nurathirah Abu Hassan
    Pusat Penyelidikan Sosio Ekonomi, Risikan Pasaran dan Agribisnes Institut Penyelidikan Pertanian dan Kemajuan Malaysia

Keywords:

6P marketing strategy, kelulut honey, product innovation, Malaysia

Abstract

Kelulut honey, produced by stingless bees such as Heterotrigona itama and Geniotrigona thoracica, is increasingly in demand in Malaysia due to its distinctive flavor and health benefits. This study aims to identify marketing strategies for kelulut honey in Serdang, Selangor, Malaysia, using the 6P marketing mix approach (Product, Price, Place, Promotion, People, and Process). Primary data were collected through in-depth interviews with kelulut honey entrepreneurs and field observations at the Malaysian Agriculture Horticulture & Agrotourism Show (MAHA), while secondary data were obtained from various relevant publications. The results show that product innovation, value-based pricing strategy, diversification of distribution channels through online and offline platforms, creative promotion, human resource development, and production process efficiency are the main factors in improving the competitiveness of kelulut honey. This approach can strengthen product positioning in domestic and international markets, increase consumer loyalty, and support industry sustainability. With the implementation of an integrated strategy, the kelulut honey industry has the potential to grow more rapidly, contributing significantly to the welfare of the community, especially smallholder farmers.

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Published

2024-12-31

How to Cite

Yulas, M. D. F., Manik, J. R., & Hassan, S. N. A. (2024). Optimalisasi Bauran Pemasaran Madu Kelulut di Serdang Selangor Malaysia Menggunakan Metode 6P. JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis Dan Ilmu Sosial Ekonomi Pertanian, 9(6), 556–563. https://doi.org/10.37149/jia.v9i6.1658

Issue

Vol. 9 No. 6 (2024)

Section

Articles
Digital Object Identifier
https://doi.org/10.37149/jia.v9i6.1658
Copyright & Licensing

Copyright (c) 2024 M. Dio Fadhila Yulas, Juita Rahmadani Manik, Siti Nurathirah Abu Hassan

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