Strategi Pemasaran Efektif untuk Meningkatkan Produksi dan Pendapatan Usaha Jamur Tiram (Studi Kasus PT Timur Mushroom Farm Desa Kuajang Kecamatan Binuang Kabupaten Polewali Mandar Sulawesi Barat)

Authors

  • Niken Ayu Mardianti
    Fakultas Pertanian Universitas Hasanuddin Sulawesi Selatan https://orcid.org/0009-0006-9767-0466
  • Saadah
    Fakultas Pertanian Universitas Hasanuddin Sulawesi Selatan
  • Rahmawaty A. Nadja
    Fakultas Pertanian Universitas Hasanuddin Sulawesi Selatan
  • A. Nixia Tenriawaru
    Fakultas Pertanian Universitas Hasanuddin Sulawesi Selatan
  • Ni Made Viantika Sulianderi
    Fakultas Pertanian Universitas Hasanuddin Sulawesi Selatan

Keywords:

marketing mix, marketing strategy, QSPM, SWOT

Abstract

Mushrooms are a horticultural plant with many benefits for the human body and are easily cultivated and processed into products. However, many people do not know how to process oyster mushrooms, especially in the Polewali Mandar area, so PT Timur Mushroom Farm was established as a company that develops oyster mushroom cultivation. The research aims to describe internal and external factors and formulate alternative strategies more effective for companies in increasing production and income. The study was conducted in 2023 by combining two methods or a mixture of qualitative and quantitative methods. The data source is primary data obtained through interviews with the owner of PT Timur Mushroom Farm, while the variables in the study are marketing strategy and marketing mix. Secondary data is obtained indirectly through intermediary media such as journal theses from parallel research. Informants in the study ranged from 3 people with data analysis methods in the form of IFE and EFE matrices to determine the company's internal and external factors. The SWOT matrix brings up new strategies that can help the company develop, and the QSPM matrix determines which alternative strategies are prioritized to increase production and company revenue. The results showed 17 internal and external factors in the company. Alternative strat.

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Published

2024-02-06

How to Cite

Mardianti, N. A., Saadah, S., Nadja, R. A., Tenriawaru, A. N., & Sulianderi, N. M. V. (2024). Strategi Pemasaran Efektif untuk Meningkatkan Produksi dan Pendapatan Usaha Jamur Tiram (Studi Kasus PT Timur Mushroom Farm Desa Kuajang Kecamatan Binuang Kabupaten Polewali Mandar Sulawesi Barat). JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis Dan Ilmu Sosial Ekonomi Pertanian, 9(1), 27–37. https://doi.org/10.37149/jia.v9i1.965

Issue

Vol. 9 No. 1 (2024)

Section

Articles
Digital Object Identifier
https://doi.org/10.37149/jia.v9i1.965
Copyright & Licensing

Copyright (c) 2024 Niken Ayu Mardianti, Saadah, Rahmawaty A. Nadja, A. Nixia Tenriawaru, Ni Made Viantika Sulianderi

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