Strategi Pemasaran Nenas Di desa Rimbo Panjang Kecamatan Tambang Kabupaten Kampar

Putra, Ilham Andika (2022) Strategi Pemasaran Nenas Di desa Rimbo Panjang Kecamatan Tambang Kabupaten Kampar. Other thesis, Universitas Islam Riau.

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Abstract

.This study aims to analyze: (1) Characteristics of Pineapple Farmers and Traders in Rimbo Panjang Village, Tambang District, Kampar Regency; (2) Internal and External Environmental Factors Influencing Pineapple Marketing; (3) Alternative Pineapple Marketing Strategies That Can Be Applied in Rimbo Panjang Village, Tambang District, Kampar Regency. This study used a survey method, which took a location in Rimbo Panjang Village, Tambang District, Kampar Regency. Respondents were taken by means of a census, which included 23 farmers, 4 collector traders, 9 retailers, consisting of business actors, age, gender, length of education, business experience and number of family dependents.The data used in this study are primary data obtained directly through interviews, and secondary data. Data were analyzed quantitatively and qualitatively. The results showed that (1) the characteristics of pineapple farmers and traders were the average productive age. The average age of pineapple farmers is 44, traders are 41, and retailers are 40 years old, the average level of education of farmers is 7 years, collecting traders are 10,5 and retailers are 8,5 years old, the number of dependents of the farmer's family is 3 people, traders are collectors 2 and retailers are 3 people and the average farming experience is 7,5 years, the business of collectors is 7,75, and retail is 7 years (2) Internal factors include strengths, namely the experience of farmers and pineapple traders, cooperation between farmers and traders, pineapple is a superior commodity, marketing to outside the region and affordable prices, then in terms of weaknesses, namely limited capital, pineapples are easily damaged, distribution costs are expensive, and business management is still weak, then the most influential external factors in terms of opportunities are market availability, increasing population, increasing demand for pineapples, having many traders, have good relations with collectors and retailers, and in terms of threats, namely competition n other products, changing consumer tastes, fluctuating market demand, and economic changes (3) alternative marketing strategies include SO strategy, namely optimizing pineapple marketing outside the region through good relations. ST's strategy is to improve product quality to be able to compete with other products. The WO strategy is to pay attention to the harvest period so that the fruit does not rot easily. The WT strategy is to improve product quality in terms of packaging/harvesting processes so that they are not easily damaged/rotten in order to compete with other products.

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