Strategi Pengembangan Pemasaran Sayuran Hidroponik Melalui Pendekatan BCG (Boston Consulting Group) Di UPT Uir Desa Kubang Jaya Kecamatan Siak Hulu Kabupaten Kampar Provinsi Riau

Salsabila, Wahyu (2022) Strategi Pengembangan Pemasaran Sayuran Hidroponik Melalui Pendekatan BCG (Boston Consulting Group) Di UPT Uir Desa Kubang Jaya Kecamatan Siak Hulu Kabupaten Kampar Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

UPT UIR (Integrated Training Unit) is an agrotourism garden established by UIR as a form of devotion and participation in the development of the agricultural sector. The study aims to analyze: (1) Characteristics of business actors and profile of UPT UIR (2) Internal and external factors that affect the development of UPT UIR hydroponic vegetable marketing (3) UPT UIR hydroponic vegetable marketing development strategy. The research method is a case study at UPT UIR in Kubang Raya Village, Siak Hulu District of Kampar Regency of Riau Province, which began in May 2021 to September 2021. Intentionally selecting and interviewing respondents directly with three people. The data used in this study was sourced from primary data and secondary data. The results showed that business people as well as UPT UIR workers were 26 years old with a recent educational history as agricultural scholars who already had two years of experience and had no family dependents. UPT UIR is included in micro-scale businesses, the purpose of UPT UIR is as a place of research activities, incubators, education and training in the form of internships, and there is a business element that is marketing hydroponic results. The amount of wealth capital as much as Rp.750,000,000.00. and have one business person at once labor. Using homemade nutrition, a workforce experienced in hydroponics business, producing a variety of vegetables is a power owned by UPT UIR. The lack of labor and limited network marketing is still a weakness for UPT UIR. Expandable marketing reach is the most dominant opportunity and bargaining power from buyers is the most dominant threat to UPT UIR. The results of the SWOT matrix analysis showed that the effort was in the first quadrant of the SO (Strength and Opportunities) strategy, namely the increase in the number of workers in order to expand the marketing reach, increase the amount of pesticide-free vegetable production and the use of internet media to promote the advantages of UPT UIR hydroponic vegetables. The BCG matrix shows the position in the build strategy, which is to increase investment in a product or business unit in order to increase market share. As well as maintaining the advantages of the product itself in order to remain competitive with other competitors' products.

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